In 1956, Donald Horton and Richard Wohl coined the term parasocial interaction to describe the psychological relationship that people were starting to have with TV personalities. Though radio had already started this phenomenon, the television brought with it an entirely new dimension. People started to really feel as if they knew that person on TV. They had become a friend.

But as Christopher Mims points out in this recent article about loneliness during the coronavirus pandemic, the problem with parasocial interaction is that it's entirely one-sided. It also isn't real: "Sitting around the house watching television, parasocializing with our favorite news anchors or sitcom characters, didn’t confer the same benefits as socializing with real people."

The internet has further enhanced the way we parasocialize. Similar to how TV built on radio, the internet has built on TV. Instead of just scripted television shows, we now have Instagram Stories, TikTok videos, inappropriate Snaps, and many other methods of communication, some of which are maybe a little less scripted.

Of course, we also see our real friends online and those people we know, but never actually spend time with, maintaining only a loose "relationship" via the occasional emoji reaction. Mims argues that this has created a new kind of "mental equivalence." It has become harder for our minds to distinguish between our real friends and our parasocial friends.

Recently, we have all become familiar with terms like "flatten the curve" and "social distancing." But what is clear as we all start isolating ourselves at home -- whether mostly or entirely -- is this: it sucks. Even with all of the tech and social media that we now have available to us, we cannot replace what it's like to give someone a hung, look them in the eyes, and have a meaningful conversation.

That said, the Italians seem to have really mastered this whole self-isolation thing with their balcony orchestras and internet videos like this one here:

Stay strong, friends. Normalcy will return.

Last week, audio clips from an internal Q&A session at Facebook were leaked and published by the Verge. These meetings have historically always been private. In what I think was the right move, the company then decided to publicly livestream a subsequent Q&A session -- you know, to show that they had nothing to hide.

The media tended to focus on Mark Zuckerberg's comments about the threat of Facebook being broken up by regulators. #BreakUpBigTech. Lots of people are also attempting to glean what this leak might signal about the company's current corporate culture. But there are lots of other interesting soundbites.

Here's an excerpt from Zuckerberg about the Chinese social media app, TikTok:

So yeah. I mean, TikTok is doing well. One of the things that’s especially notable about TikTok is, for a while, the internet landscape was kind of a bunch of internet companies that were primarily American companies. And then there was this parallel universe of Chinese companies that pretty much only were offering their services in China. And we had Tencent who was trying to spread some of their services into Southeast Asia. Alibaba has spread a bunch of their payment services to Southeast Asia. Broadly, in terms of global expansion, that had been pretty limited, and TikTok, which is built by this company Beijing ByteDance, is really the first consumer internet product built by one of the Chinese tech giants that is doing quite well around the world. It’s starting to do well in the US, especially with young folks. It’s growing really quickly in India. I think it’s past Instagram now in India in terms of scale. So yeah, it’s a very interesting phenomenon.

TikTok now has over 1.4 billion installs outside of China according to TechCrunch. And in the first half of this year, it supposedly booked more than $7 billion in revenue (though most of it came from China). The company is also saying that it posted its first profit in June of this year.

All of this is, indeed, "a very interesting phenomenon."

But it's even more interesting because this is probably the first consumer-facing Chinese internet product with massive global adoption. And it has Facebook paying attention. They're now the ones who have to play copycat -- their version of TikTok is called Lasso. Of course, it's not nearly as popular.

In 1956, Donald Horton and Richard Wohl coined the term parasocial interaction to describe the psychological relationship that people were starting to have with TV personalities. Though radio had already started this phenomenon, the television brought with it an entirely new dimension. People started to really feel as if they knew that person on TV. They had become a friend.

But as Christopher Mims points out in this recent article about loneliness during the coronavirus pandemic, the problem with parasocial interaction is that it's entirely one-sided. It also isn't real: "Sitting around the house watching television, parasocializing with our favorite news anchors or sitcom characters, didn’t confer the same benefits as socializing with real people."

The internet has further enhanced the way we parasocialize. Similar to how TV built on radio, the internet has built on TV. Instead of just scripted television shows, we now have Instagram Stories, TikTok videos, inappropriate Snaps, and many other methods of communication, some of which are maybe a little less scripted.

Of course, we also see our real friends online and those people we know, but never actually spend time with, maintaining only a loose "relationship" via the occasional emoji reaction. Mims argues that this has created a new kind of "mental equivalence." It has become harder for our minds to distinguish between our real friends and our parasocial friends.

Recently, we have all become familiar with terms like "flatten the curve" and "social distancing." But what is clear as we all start isolating ourselves at home -- whether mostly or entirely -- is this: it sucks. Even with all of the tech and social media that we now have available to us, we cannot replace what it's like to give someone a hung, look them in the eyes, and have a meaningful conversation.

That said, the Italians seem to have really mastered this whole self-isolation thing with their balcony orchestras and internet videos like this one here:

Stay strong, friends. Normalcy will return.

Last week, audio clips from an internal Q&A session at Facebook were leaked and published by the Verge. These meetings have historically always been private. In what I think was the right move, the company then decided to publicly livestream a subsequent Q&A session -- you know, to show that they had nothing to hide.

The media tended to focus on Mark Zuckerberg's comments about the threat of Facebook being broken up by regulators. #BreakUpBigTech. Lots of people are also attempting to glean what this leak might signal about the company's current corporate culture. But there are lots of other interesting soundbites.

Here's an excerpt from Zuckerberg about the Chinese social media app, TikTok:

So yeah. I mean, TikTok is doing well. One of the things that’s especially notable about TikTok is, for a while, the internet landscape was kind of a bunch of internet companies that were primarily American companies. And then there was this parallel universe of Chinese companies that pretty much only were offering their services in China. And we had Tencent who was trying to spread some of their services into Southeast Asia. Alibaba has spread a bunch of their payment services to Southeast Asia. Broadly, in terms of global expansion, that had been pretty limited, and TikTok, which is built by this company Beijing ByteDance, is really the first consumer internet product built by one of the Chinese tech giants that is doing quite well around the world. It’s starting to do well in the US, especially with young folks. It’s growing really quickly in India. I think it’s past Instagram now in India in terms of scale. So yeah, it’s a very interesting phenomenon.

TikTok now has over 1.4 billion installs outside of China according to TechCrunch. And in the first half of this year, it supposedly booked more than $7 billion in revenue (though most of it came from China). The company is also saying that it posted its first profit in June of this year.

All of this is, indeed, "a very interesting phenomenon."

But it's even more interesting because this is probably the first consumer-facing Chinese internet product with massive global adoption. And it has Facebook paying attention. They're now the ones who have to play copycat -- their version of TikTok is called Lasso. Of course, it's not nearly as popular.