Dimensions of parasocial interaction by letter-writers to a popular entertainment-education soap opera in India

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. "The actors are all doing such a great job fin portraying an Indian family] that I am convinced that they are all related to each other." (A male audience member from Andhra Pradesh state). "Your program inspired me to do something, so I have started tutoring young children in my locality." (A college student in Calcutta). "Bore, Bore, Bore." (Four students from Bombay who demanded that "Hum Log be discontinued).