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Abstract Here we explore an alternative conceptualization and measurement of parasocial interaction, using data from a qualitative content analysis of audience letters written to an extremely popular television soap opera, "Hum Log", in India. Parasocial interaction is the degree to which an audience member develops a perceived interpersonal relationship with a media character. We measure five sub-dimensions of parasocial interaction (affective, cognitive, and behavioral involvement of audience members, and referential and critical involvement) in a qualitative content analysis of listeners' letters.
Sood et al. (Fri,) studied this question.