This study explores two major theoretical positions concerning social and parasocial interaction. The Deficiency paradigm predicts that individuals most likely to engage in high television consumption and. high parasocial interaction are those who seek compensation for an impoverished social life resulting from certain personality characteristics. The Global‐Use paradigm posits that media use behavior need not be governed by such a compensation motive. The results of an empirical test indicated that the Deficiency paradigm prevailed when sheer amounts of viewing were considered. When it came to parasocial interaction, the Global‐Use paradigm received more support. Theoretical implications and suggestions for future research are discussed.
Communication Studies
Volume 47, 1996 - Issue 1-2
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