Parasocial attachment to media personalities of College students in a Private Higher Education Institution

Abstract

This study investigated the level of parasocial attachment to media personalities among college students in a private higher education institution in Iloilo City. It aimed to determine whether parasocial attachment differed based on sex, nationality of media personality, and household income. Utilizing a quantitative- descriptive research design, data were gathered on a standardized scale and analyzed using descriptive statistics, t-tests, and ANOVA. Findings revealed that students demonstrated moderate levels of parasocial attachment across all demographic groups. Slight variations were observed, with female students and those favoring foreign media personalities showing marginally higher attachment. Similarly, students from lower-income households exhibited higher levels of parasocial attachment compared to those from higher-income groups. However, statistical results indicated no significant differences across sex, nationality of media personality, or household income. These findings suggest that parasocial attachment is a shared psychological experience, shaped more by emotional and media-related influences than by demographic or socioeconomic factors.