How Do We React When Our Favorite Characters Are Taken Away? An Examination of a Temporary Parasocial Breakup

Abstract

Abstract This study examined reactions to a temporary parasocial breakup situation during the television writers' strike of 2007–2008 when many television shows stopped airing new episodes. Past research on parasocial breakups and uses and gratifications theory was used to predict emotional and behavioral reactions. Questionnaire results revealed that participants with stronger parasocial relationships experienced greater distress—even after controlling for the number of favorite programs that went off the air. Moreover, those with greater television affinity reported greater distress when their favorite show was disrupted, although television viewing motives also played a role in this process. Finally, when their favorite shows were no longer airing new episodes, viewers primarily replaced television viewing time with other media exposure rather than increasing nonmedia activities such as social interaction. However, a number of these activities varied by gender. Notes 1Scales from Cohen (Citation2003) and Eyal and Cohen (Citation2006) were combined because there were some changes in the most recent article from the original, validated scale. Our scale combined all items from the Cohen (Citation2003) scale plus the two items added by Eyal and Cohen (Citation2006). 2Because some participants' favorite shows had already returned and some were still off the air at the time data were collected, participants received questions that were worded slightly differently based on their show's status. For example, those whose favorite shows were still off the air were asked to respond to the statement, "Now that my favorite show is off the air, I feel angry," whereas those whose shows had previously been off the air but had since returned were instead asked to respond to the statement, "When my favorite show was off the air, I felt angry." 3More information about the specific programs and characters identified by participants as their favorite can be obtained by contacting the first author. 4Because some participants' favorite characters had already returned and some were still off the air at the time the data were collected, there was slight variation in how questions were worded based on the status of that character's television program. Note. R 2 = .003 for Step 1; ΔR 2 = .07 for Step 2 (p < .05); ΔR 2 = .07 for Step 3 (p < .05). *p < .05. *p < .05. Note. R 2 = .003 for Step 1; ΔR 2 = .04 for Step 2 (p < .05); ΔR 2 = .15 for Step 3 (p < .05). *p < .05. Note. Steps 1 and 2 are not presented here because they are identical to Table 3. R 2 = .003 for Step 1; ΔR 2 = .04 for Step 2 (p < .05); ΔR 2 = .09 for Step 3 (p < .05). *p < .05. 5Although some have argued that the total relationship between the independent and dependent variable is a necessary condition for an indirect relationship, such a relationship is indeed not a necessary condition for statistical mediation (Hayes, Citation2009; Preacher & Hayes, Citation2008). Nevertheless, it is informative to know what direct relationship exists here prior to examining the indirect relationship. Additional informationNotes on contributorsJulie Lather Julie Lather (M.A., The Ohio State University, 2009). Emily Moyer-Guse Emily Moyer-Guse (Ph.D., University of California, Santa Barbara, 2007) is an assistant professor in the School of Communication at The Ohio State University. Her research examines the effects of entertainment media or individuals.