Thesis Book - MacKenna Bartscher

MacKenna Bartcher
MacKenna Bartscher

Welcome Back
MacKenna Bartcher

Contents
Many pages, many items
Last modified Sat Mar 30 2025

1.0 INTRODUCTION
1.1 Overview .........................................................................................................................................................9
1.2 Thesis Statement ......................................................................................................................................15
2.0 RESEARCH ........................................................................................................................................................19
3.0 PROPOSED PLAN
3.1 Overview .......................................................................................................................................................23
3.2 Design Approaches ..............................................................................................................................24
3.3 Branding ......................................................................................................................................................28
3.4 Moodboard..................................................................................................................................................30
PROPOSED TIMELINE.........................................................................................................................................34
BRAND DEVELOPMENT....................................................................................................................................41
CONCLUSION............................................................................................................................................................61
SOURCES......................................................................................................................................................................62

List of Figures
Supporting items
Last modified Sat Mar 30 2025

Figure 1: A depiction of a fan engaged in parasocial behavior ..............................................7
Figure 2: The levels of parasocial relationships .................................................................................9
Figure 3: Celebrity personas ...........................................................................................................................13
Figure 4: Invisible Comfort .............................................................................................................................. 16
Figure 5: Consumer Model ..............................................................................................................................17
Figure 6: Digital detox outline .......................................................................................................................21
Figure 7: Outline for accessible design ...................................................................................................23
Figure 8: Colour Palette ..................................................................................................................................... 27
Figure 9: Moodboard ............................................................................................................................................ 29

Introduction
8

Overview
According to S. Baumann: “Parasocial relationships can allow you to have some
low-stakes fantasies. Because your celebrity fashion icon or role model is
never going to reject you” [10]. Have you ever been a fan of a particular celebrity?
Or perhaps celebrated over one of your social posts gaining traction? If you
answered “yes”, chances are you have engaged in a parasocial relationship.
9

Parasocial relationships are a one-sided relationship that can be formed between
fan and celebrity [5]. Parasocial can make a fan or celebrity feel as if they know
someone from online personally. Through interactions such as video content or
in-person gatherings, it can make also form a sense of community.
10

Figure 1: A depiction of a fan engaged in parasocial behavior
11

Targeting Young People for
Greater Reach
Young people around the ages of 12-18 are most likely to engage in
parasocial behavior or feel the impact the most [3]. In terms of gender, anyone is
susceptible to becoming engaged in parasocial behavior. Although, females in
particular are more likely to form a parasocial relationship then males. The tween
and teen years are most crucial to mental development. There can be positive and
negative implications, which I would like to explore in this thesis. Parasocial
relationships comes in stages, ranging from normal to severe. Having a parasocial
relationship is not fully negative contrary to popular belief. Knowing how to
engage with content online in a healthy way can benefit today’s youth.
12

Figure 2: The levels of parasocial relationships
Source: Adapted from [7]
13

Thesis
Statement

How parasocial
relations via social media
and strategic marketing
impact the mental
wellbeing of todays youth.
15

Reaching the online and
digital worlds
To encourage teens to understand boundaries and implications of parasocial
relationships, I plan to create: Social media campaign, pop-up posters, and
merchandise. The goal is to reach the digital and real world and make content as
engaging as possible. After consuming the designs, people should then reflect on
their interactions online. Using social media campaigns, the basic information on
parasocial can bring attention to a broader audience. It could also be used as an
extension to the pop up event. The pop up would encourage real life interactions
with people they have met online or even those in their lives they do not get to see
very often.
16

Figure 3: Celebrity personas
Source: Adapted from [14]
17

Research
18

Distinguishing between real and
fabricated relationships
This project will mainly target the tween to teens group. During the teen years,
youth are still forming their identities and learning about the world. It is important
for the younger generation to understand parasocial relationships as we enter an
age where it is normalized. Educating this group on parasocial will assist teens in
distinguishing between real and one ended relationship. Being able to navigate
the world of media will help to resist against common effects from parasocial
(such as the feeling of being isolated or developing unrealistic expectations).
19

What helps encourage
parasocial behavior?
Hustle culture normalizes constant busyness, leaving little time for real-life
connections. Social media becomes an escape, with influencer updates boosting
moods [1]. As in-person friendships wane, people seek online connections [2].
Real-life relationships now mirror parasocial ones [5]. We rely on social posts to
track friends’ lives [7], while both influencers and users seek social validation.
COVID-19 heightened this, making social media the primary mode of contact,
especially for younger generations [8]. VR platforms, like VR Chat, offer a sense of
presence but often leave users unfulfilled [8]. For marketers, this is a business
opportunity. People trust endorsements from known figures, creating credibility
[4]. Buying influencer-promoted products fosters a sense of closeness to them.
Curated scripts using “you” or “us” strengthen this illusion of community [7].
20

Figure 4: Invisible Comfort
Source: Adapted from [12]
Figure 5: Consumer Model
Source: Adapted from [11]
21

Proposed Plan
22

Overview
In terms of location offline locations for posters & media will be in places such as
New York City, L.A., and Tokyo. Places such as these known for constant media
exposure will be perfect for the topic of parasocial. It may also be beneficial to
have these run-in small towns, where teens often rely more on social media
for entertainment. Having the online aspect of a social media page will help reach
areas outside of the offline locations. The main point of communication will be
via the app and/or social pages. Through means such as specific campaigns, each
subtopic of parasocial can get its own spotlight. Since the project aims to target
teens, posting such campaigns would be best when teens are most actively online.
Examples of times could be during holidays and school breaks. Regular posting
time should be around the time they get off school to ensure exposure. Social
media platforms including TikTok, Instagram, and X/Twitter are most trendy
amongst the teen demographic currently.
23

Design Approaches
Digital detox is very trendy now, so the brand could encourage this as a way to
detach from the online world. Psychological studies on different topics within
parasocial will be present in easy to digest forms. This includes graphics, short form
video, and small articles. The pop up event posters will feature various
people going into the real world from the digital one. This could be portrayed in
a fun way, perhaps by using juxtaposition. Honesty should be the top focus. In a
world of curated media, the designs will add a touch of reality to the digital world. I
want people to understand what they consume online is not always true, but I also
want them to know that there’s nothing wrong with enjoying influencer’s, videos,
etc to a normal degree.
24

Figure 6: Digital detox outline
Source: Adapted from [15]
25

Accessibility
A bright colour scheme is highly appealing to the younger generation.
Although this is a wellness movement, I would like it to be as lively and
inviting as possible. A point to keep in mind is to not make it look to juvenile. The
project must strike a balance between fun and not to childish. Typography should
consist of rounded sans serifs or simple fonts such as New Zen and/or Montserrat.
High contrast within the posters will help increase visibility at longer distances
while helping make each design pop.
26

Figure 7: Outline for accessible design
Source: Adapted from [17]
27

Branding: Colour Palettes
In order to show both the human and technology side of parasocial, colours such
as these may work well:
• Pink
• Blue
• Yellow
• Orange
Pink helps to create the look of passion and affection. While yellow conveys that
sense of happiness one may feel while engaged online. Orange makes an inviting
atmosphere that I want all users to feel. In contrast, blue brings that coldness and
security that is often associated with technology.
28

Figure 8: Colour Palette
29

Branding: Moodboard
As I was researching design ideas, the hand drawn look and collage style
aesthetics was constantly associated with parasocial. Attached is a small mood
board representing those elements. In a world of filtered media: the hand drawn
aesthetic creates a less mechanical feel. Creating collage style graphics digitally
will help merge the online world with tangible material of the real one.
30

Figure 9: Moodboard
31

Benefits
The proposed idea of a social media campaign will help encourage digital detox
and provide healthy solutions. Having a safe space to turn to will help the youth
learn more about parasocial relationships as they become increasingly
normal in our society. Open access to education on parasocial will help them
understand the difference between real life and internet based connections.
Hopefully through the addition of the pop up event it will help encourage others
to connect more with the immediate world around them.
32

Sustainability
Due to the digital nature of the proposed solutions, there will be little to no
environmental implications of this project. On top of sustainability, this will help
in minimizing costs. Digital assets will need to be updated as they age, although
unlike physical materials there will be not be any waste. Any material or left over
merchandise from the pop up will be donated to local charities.
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Proposed
• Research pop up events
• Gather initial feedback
• Moodboard
• Rough brand guide
• Start social graphics
• Refine pop up idea
• Rough layouts
complete for socials and
posters
• Feedback and revisions
1 2 3 4 5 6 7
• Do research on
comparable apps in the
market
• Refine branding
• Social campaign research
• Sketch out ideas for pop
ups
• Refine / finalize
branding
• Get feedback on pop up
• Mockup social media
• Mockup pop-up posters
34

Timeline
• Half way point: work on
anything outstanding
• Creative components
should be complete
• Work on finalizing pop up
8 8 10 11 12 13 14 15
• Complete social
campaign
• Revisions
• Edit or complete
anything missed
35

Interview on Parasocial
Female student studying Social
Work, with a minor in psychology.
Has parasocial behavior escalated with the advancement in technology?
Definitely. With such easy access to the media at your fingertips, it has
created another way for people to gain information or gossip. Before
technologies advancement, it made people go more out of their ways to
seek media.
Does the pandemic play a role in the increased over reliance on
public figures?
In a time where you could not even so much as touch a loved one outside your
household, it caused Gen X especially to seek other means of
human connection.
What are some marketing techniques that make the audience feel a part of a
larger mission?
TikTok challenges are one way I can think of. Even giveaways or certain hashtags
make others feel a part of a group. Having specific merchandise meant for “fans
only” can be included, I think.
Do parasocial relationships influence young people’s personalities?
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Absolutely. Typically, kids mirror their parents or friends. Now, seeing these cool people on TV as
an example, becomes a part of their daily lives. It would be hard for the media to not influence
them at least a little bit.
Can parasocial relationships impact mental development?
Seeing people online living extravagant lives could lead to a false world view.
Comparisons between themselves and online figures could affect them mentally. During prime
mental development (typically ages 13-17), anything consumed can have a lasting impact on
their beliefs or behavior as an adult.
Has AI created a new form of parasocial interaction via platforms such as chatbots?
It has. In a way, it is kind of scary. Some may actually believe they are talking to the real celebrity.
Coding / AI is getting smarter, and at times can really sound like a living being. In certain cases,
AI chatbots could escalate delusion. At the same time, bots that teach languages and such is
pretty cool.
Can a person’s attachment style influence whether or not they form a
parasocial relationship?
If someone has an insecure attachment style, they are more likely to latch onto a
celebrity. The same goes for someone of poor mental health.
Have you ever considered yourself to have engaged in parasocial behavior?
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I personally consider myself a Swiftie and fan of Chappel Roan. Being able to look
forward to new content can be a light for many, including myself. I enjoy the community
around these artists.
Do you think people engage in parasocial relationships even if they are not aware of it?
Example: News stations, radio stations.
Possibly. The media is everywhere, so it is hard to escape it. Word of mouth information tends
to come from the media as well.
Is it beneficial for youth to have a parasocial connection to a celebrity or character?
Having a person to look up to could inspire future generations. Rather it be in their
career paths or fashion choices. As long as a healthy boundary is established, I think
it’s fine.
Do parasocial relationships bring people together or do they divide us?
It brings a sense of community in my opinion. Fans can come up with some cool stuff. Going
back to Swifties, friendship bracelets are a sign of friendship in a way. Everyone has the same
goal in mind, to support their favorite celeb.
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After Thoughts
Getting the point of view from a friend studying in Social Work has been valuable to the
thesis so far. It appears that there will be more research coming in the future that further
explores the connection between parasocial and mental health. There is already quite alot,
but as technology and ways to interact advance, so will the research.
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Brand
Development
40

Brand Name Options
1 . Digital Bestie
2 . The Parasocial Normal
3 . Paranormal Parasocials
In no particular order.
41

Sketches
42

Early on, the brand name included the
full spelling of “Normal”. Although to be in
line with internet slang, it was changed to
“Norm”. This also helped shorten the line
length while still aligning with the topic.
Typefaces were a slight afterthought
at first in order to focus on a rough
inital concept.
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Draft
The
44

Final
45

The Logo
In terms of a logo; I want it to be fun to contrast the serious elements of this topic.
I would like to play on the terms “parasocial” and “paranormal” to create a unique
identity. Much like parasocial, a ghost or spirit is a type of presence that only those
who believe will seek that connection. Ghosts can not reciprocate a humans
interaction. This is comparable to how celebrities can not gave back each
individual persons support. Research showed that women are more likely to
engage in parasocial behavior. The brand should appeal to everyone, although the
main demographic should be girls.
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47

Elements
My thoughts when it comes to the brands secondary elements is it should bring
more understanding to the topic, and support the primary logo. The
elements is where I can bring in more of the fun designs, while the logo should be
fairly simple. These draft elements were created with the term “heart to heart” in
mind. A parasocial interaction happens between 2 parties: the viewer and the idol.
Establishing the look of “connection” will help get the brands point across.
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49

Final Design
Solutions
50

By incorporating digital assets and a collage-like style, the final designs seamlessly
merge the digital world with reality. Drawing inspiration from the early MTV
aesthetic and Olivia Rodrigo’s GUTS album, the brand’s visual identity pulses with
pop culture references. The use of the rule of thirds in the posters helps maintain
balance and cohesiveness, ensuring each element feels intentional and dynamic.
Social media channels embrace a cleaner, more minimalist approach to maintain
readability and clarity. Sticker-like icons are strategically used to communicate the
core message of each campaign, while subtly referencing the original concept and
purpose. This approach allows the design to be both playful and functional, creating
an engaging experience across all platforms.
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Pop Up Posters
52

53

Social Media Campaigns
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55

56

Visit Instagram
for more
@theparasocialnorm
57

Generic Merch
58

Pop Up Merch
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Conclusion

While parasocial relationships are not all harmful, spreading
awareness to allow others to second guess what they see online is
highly beneficial. Today’s youth can benefit from having others to look
up to. At the same time, they should know that not everyone online is
their friend. Social media is not going anywhere, so we must adapt as
influencer marketing and technology advances. In terms of final
pieces; I do wish I had created more social posts such as stories and
reels. Although due to time limits, only feed posts were created. Overall,
I am happy with the outcome of the project and hope that it can
inspire others.
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Logging off
MacKenna Bartcher

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April 2025
NC Graphic Design