Audience Involvement with Media Person as a Group of Psychological Media Effects: Interpretation of the Phenomenon and Analysis

UDC 007:81’276:659.1

Audience Involvement with Media Person as a Group of Psychological Media Effects: Interpretation of the Phenomenon and Analysis

Syvash Kateryna, PhD Student, Zaporizhzhya National University

ABSTRACT

The article attempts to explain the phenomenon of “audience involvement” which is considered as a group of individual psychological media effects. Two hypotheses have been presented and confirmed by the method of systematization of interdisciplinary scientific data using grouping method and comparative approach. The author suggests determining audience involvement as a generic concept to the psychological reactions of the viewer on the media person, and the psychological effects – as a species. The study identifies four main types of medi  involvement:
transportation, parasocial communication, identification and worship. Also the paper explains the mechanism of their implementation and proposes the definitions for each type of involvement.

Keywords: audience involvement; media psychology; parasocial communication; identification; television.

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