Exploring Parasocial Relationships in Podcast Listening: A Study of Tamil Listeners of Motivational Podcasts

Abstract

Abstract

In India, the widespread adoption of podcasts, spurred by the accessibility of low-cost smartphones and data plans, has elevated motivational Tamil podcasts to a vital role in empowering the youth.This study examines the phenomenon of parasocial relationships (PSRs) among 300 young Tamil individuals, aged 18 to 30, residing in Tamil Nadu, who engage with motivational podcasts. The study uses a quantitative online survey to test the Parasocial Interaction Theory to predict the level of PSR, its relations with listening behaviors, host authenticity perception, as well as motivational consequences such as selfefficacy. The findings show that the levels of PSR are moderate-high (M = 3.82, SD = 0.67 on a 5-point scale) and have a strong positive correlation with listening frequency (r = .32, p <.001) and authenticity (r =.45, p <.001). The connection between podcast exposure and increased self-efficacy was mediated by PSRs (b =.28, p <.01). The results highlight cultural peculiarities within the context of South India, where collectivism is an essential value that enhances relationships. Implications imply that podcasters have created ethical authenticity to contribute to the development of youth, which has created a research gap in non-Western media.

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