Recent research published in communication and sports published an interesting study on the impact of reality TV on viewers' health behaviors. Contrary to expectations, forming emotional bonds with the characters on the popular weight-loss contest “The Biggest Loser” doesn't significantly change viewers' confidence in their athletic abilities or their actual exercise habits.
Understanding the relationship between media and audience behavior has long fascinated researchers, especially from a health promotion perspective. Previous research suggests that viewers can form so-called “parasocial relationships” with media characters, which are one-sided relationships in which viewers feel a bond with TV characters. . These relationships were thought to influence viewers' attitudes and behaviors, especially in the context of health. However, this new study challenges these assumptions and provides a new perspective on the role of media in shaping health-related behaviors.
The team of researchers will explore whether these parasocial relationships, and their eventual consequences, called 'parasocial breakups', can be used to enhance health communication strategies, particularly in encouraging physical activity and exercise. Therefore, we started this research. The premise was simple and clear. If viewers form a bond with a character who promotes healthy behavior, are they more likely to imitate that behavior themselves? Conversely, the end of such a relationship may lead to a change in their health behavior. Will it have a negative impact?
To investigate these questions, a systematic approach was adopted in this study. Overweight participants, chosen because they were more likely to resonate with the content of “The Biggest Loser,” were observed over a five-week period. During this period, these participants watched one program a week and then answered questions. These questions are designed to measure feelings of connection to the character, confidence in one's ability to exercise (self-efficacy), and actual exercise behavior.
The results of this detailed study were very clear. Repeated exposure to the show did not result in significant growth in the strength of parasocial relationships over time. More importantly, the strength of these relationships did not correlate with significant changes in self-efficacy or exercise behavior among participants. This finding held true even when accounting for the effects of parasocial farewells (when a favorite character leaves a show), which had no significant effect on participants' athletic behavior or self-confidence.
It is important to consider that the choice of the show The Biggest Loser, which has come under criticism for its depiction of weight loss, may have influenced the development of parasocial relationships. Additionally, the short study period may not have been sufficient to develop significant relationships, especially given that participants did not voluntarily choose to develop these relationships. Furthermore, the high dropout rate during the study suggested that the results may be biased toward those who tend to form more parasocial relationships.
Overall, the findings suggest that simply watching a health-focused reality show and forming connections with its characters may not be enough to encourage health behavior change. I am.
The study, “A Longitudinal Study of the Effects of Parasocial Relationships and Breakups with Characters on Health-Related Television Programs on Self-Efficacy and Exercise Behavior: The Case of the Biggest Loser,” was conducted by Perina Siegenthaler, Tanja Eggerter, Andreas Fahr of the Department
He holds a PhD in Communication and Media Studies from the University of Friborg.