Horton & Wohl

Horton and Wohl are best known for their work on parasocial interaction, a concept they introduced in 1956 that describes the one-sided relationships audiences develop with media figures, such as television personalities and radio hosts. Their research highlighted how these interactions can create feelings of intimacy and connection, despite the lack of direct communication. This concept has become foundational in understanding audience engagement and media consumption, particularly in the context of modern digital media.