Parasocialism: Your Idols Aren't Humans, They're Pawns
- Hajar Haq
- 3 hours ago
- 13 min read
A good many years ago, I once tried to get into K-pop, mostly from peer pressure and curiosity. Though I failed, I've always found it interesting how I'd like to compare K-pop groups with one another and decide them by my moral consciousness; Are they contributors to a genocide? Are they outspoken? What recent controversies have they been in and how was it concluded? Do they perform ‘good enough’ to the idol standard? How popular are they? How relatable? Is their discography unique/listenable?
I’ve come to realise, I nitpicked them like a farmer choosing its next best breeding animal. And for that, I can say I don't really “stan” celebrities but, rather, I choose which music I like from a variety of artists (which I use loosely…my playlist's mostly made up of soundtracks from shows, movies, or edits I enjoy). However, just like a black and white board, there comes a group of people who are the polar opposite.
‘Parasocial’, named by Cambridge Dictionary as the 2025 Word of the Year. It's a term involving or relating to a connection that someone feels between themselves and a famous person they do not know; celebrities, a character, or even, an artificial intelligence. It's nothing new. Historically it's been there at least as old as the early 19th century, towards authors when reading was considered ‘cool’. Today, social media platforms have simply increased the reach and, quite literally, put them in front of us.
And just like the circle of life, we still have the men ‘taking credit’.
Where celebrities tour, how their stylists present themselves; Product distribution. Plastic surgery fixing their imperfections, their aging; Increases their Product Life Cycle (PLC). Their group members positions (visual, foreigner, winner of a survival show) or music genre ranging from ‘girl crush’, ‘y2k’, ‘mature’; Their Unique Selling Point (USP) — Sound familiar? If anyone has taken business before, this is basically how they improve or add value to a product.
It seems inhumane once reiterated, but I fear that is the point: they're a perfected act of Commodification. We often forget because to us—their persona in front of cameras, interactions with fellow colleagues, their reactions—they are human. But they are humans doing their job, that is the catch.
Then, if celebrities are products, it makes one question who are the real winners? Of course, it's the CEO's and shareholders controlling their pawns like chess pieces on a board. The celebrities’ inviting star power? That’s just a lovely added bonus to the capitalist scheme.
Interviewer Addie talks to three separate UNM students, and discusses how this entertainment-centric market has (not) awoken their inner consumerist, one celebrity collaboration at a time.
Question: What do you typically spend money on? Do you spend it on hobbies or personal interests?
Amara: Usually on food and necessities. I do spend it on my personal interest, but I also plan when I see advertisements for things that I enjoy.
Catherine: I spend mostly on food and on clothing, or just general shopping…I do, actually. I spend money on merchandise.
Zhe Hui: Typically on food on campus because it's quite essential for me to survive, and restocking my skincare whenever it runs out…I do spend whenever I go out with my friends because I do like to go shopping, but it's not a constant thing.
Question: How do you feel when celebrities or influencers you follow promote a product?
Amara: I don't have an opinion on this because they are not me. I am not them. My life does not revolve around them. You could do whatever you want for money.
Catherine: I feel indifferent. If anything, I would probably be incentivized to stay away from said product—especially if they don't sell it. Like if it isn't a good product or i didn't do research on it, because usually they're paid to do it (promote).
Zhe Hui: I actually don't follow celebrities, but influencers. The ones I follow don't really promote skincare products or anything because I try to stay away from that side of the Internet. Like one influencer I follow, ‘@blisterbunny’ on Instagram. I just look at the clothes she wears, but I don't buy from the brands because I need to conserve my money.
Question: When you see these celebrities or influencers and their promotions, do you think that fans feel more inclined to buy the product?
Catherine: Yeah, fans are more inclined to buy it. Like take the incident with one really popular K-Pop idol group member liking a yoghurt drink. Then suddenly the next day, said yoghurt drink just ran out because he said it on a live! —That's crazy in my opinion. And crazy Labubus. I don't like those at all, those are weird as hell.
Question: Why do you think other people feel inclined to buy them?
Zhe Hui: Because those products target something they're insecure about. Because, for example, let's just say because this is, like, from my perspective, I'm sure there's a lot of types of products you can advertise, for example, if you're insecure about your skin and an influencer promotes a foundation that can cover up whatever you don't want other people to see, and you admire that influencer or celebrity. You think, like, that person is very up there.
“ So obviously you'll be more inclined to listen to them, to buy whatever they want you to buy because you have this kind of bias towards them that, like, you see them as this figure on a pedestal. So you will feel that whatever they promote works. “ – Zhe Hui
Question (for Catherine): Is there a reason you've never bought anything?
Catherine: Actually I've known someone who bought a skincare product just because they were being promoted by a celebrity and it ended up breaking them out badly. So that's also a reason why I stay away from promotions.
Question: How would your perception of the celebrity be influenced by the products they promote?
Amara: If the celebrity endorses a product that is bad, I feel like, girl, what the hell are you doing? My perception of the celebrity would be [more] worse for the product. Like, okay, they didn't even try. They just wanted the celebrity to endorse it so people would buy it.
Catherine: If they do end up promoting a product without a paid promotion and speaking it from their heart, my perception of that celebrity is that they're more transparent than they actually seem; They're actually more truthful to their fans. However, when it is proven that the said product that they promote does end up - end up being, like, terrible in a sense, it ruins their image for me personally since it says that they're doing it just for the money and not for actually, like, caring about what the product is. Especially when it comes to skincare and makeup a lot.
Zhe Hui: If the brand or product they're promoting isn't bad, I actually wouldn't care and think it's fine…But if it's controversial, then I definitely dislike them and unfollow them.
Is it truly a coincidence that products are bought amongst so many considerations? Well, no. There’s this funny little thing I didn't even know existed called ‘Emotional Capitalism’ that influences how we spend our money. It's the transformation from human feelings into economic activities to generate value. Business models drive on all aspects, psychological as well; Fear of missing out (FOMO), the need for social validation, loneliness and escapism.
Their solution is sold by telling stories and experiences that resonate emotionally, repurposed and repackaged as celebrities. Through a perfected parasocial-based marketing, supporting idols quite literally becomes ‘idolatry’.
Question: When you see others following celebrities or influencers, have you seen them talk about how it helps them get through dark times?
Amara: Yes, actually it's personal to me; My Chemical Romance’s music saved me from dissociating in the beginning of my university life. Because I was like, what the hell is life? And then Gerard Way came and we started singing like “when I was a young boy” and I was like, oh, my God. Directly.
Zhe Hui: Yeah, sure. A lot of people do, because at the end of the day, companies sell celebrities and idols as a form of, like, image for people to look up to. And a lot of times they're framed as this kind of perfect figure for what embodies the ideal of society, which is again, promoted by companies to do because they want to sell it better. But I think a lot of people use that as escapism because there are technically barely any flaws with the image that they're trying to sell—unless there's a very bad scandal. But even if there's a scandal, the image of that person is really curated to the point that, like, a lot of fans just don't see what is true. Or, well, who is behind that image.
Question: What do you think about fans that obsess over a celebrity?
Amara: Yeah. It gets to a point, you know, like, if you just like this person a lot, then I see why you would want to buy everything—If it makes you happy, it makes you happy. But if it steps over boundaries, then like, oh, don't do that.
Catherine: I think it's stupid, personally. While I think it's good to have someone you idolize, I don't think you should put your whole dependence on your mental health and stability, especially monetary stability, towards someone you don't know and someone who doesn't even know you. Idolizing someone that high can make their true perception, like how they are actually, become way different that you like the idea of them instead.
Take for example… Take Chappell Roan. People idolized her a lot during her peak. However, the moment she started, like being more confrontational with cameramen and everything, people started criticizing her that she was rude. Even though that's how she actually is; she's really firm as a person. And I don't think that's healthy at all, that people idolize people without knowing who they actually are.
Zhe Hui: I think it depends to what extent, but a lot of people tend to use celebrities or idols as a form of escapism. So I do understand it from that point of view, but as long as it's not to the extreme of stalking them, I think if they 're not harming anyone, I think it's okay.
Question: Has your opinion about a celebrity ever changed due to how their fans treat them? For example, fan wars between different fandoms or putting idols on a pedestal?
Catherine: Yeah, absolutely. For example, I really don't like Taylor Swift fans especially: I personally thought that she was an okay musician until her fans started showing up and they are terrible. And because of that, the perception of Taylor Swift became from an okay-ish musician to someone I do not, like, associate with at all.
Melanie Martinez is also one of those musicians where, like, I was a bit iffy about her music. However, it was okay in an alternative sense. But the moment her fans started jumping on and buying her products, which are outrageously and egregiously priced and they still hop on the train to just buy them, it's when I realized that, hey, I don't think I want to associate with this, with these types of people at all.
Zhe Hui: Actually, no, because I think at the end of the day, it's their fans who are different from the idol itself. I'm sure the idol doesn't want their own image or reputation to be bad. I feel like because every company is trying to sell an image, so I think like whatever their fans do and whatever the idol does is very different. Unless the idol itself is encouraging the fans to do it. Otherwise it's like nothing to me.
It doesn't extend to all fans or followers. Though, there's a certain level of obsession to a point they try to believe they are a part of their idols’ lives, when in reality, they're most likely part of their idols’ trade value.
Question: When you see followers of other influencers or celebrities show off online that they bought promoted products, how does it make you feel?
Amara: It makes me feel. Be like, girl, you're being influenced too easily. You just bought this because someone else wanted you to.
Catherine: If I see it, I guess it makes me. It makes me think that they're FOMO.
“ They're trying to copy their celebrity and look up to them and stuff. And it comes to a point where good or not, good or bad, the product, they will actually still buy it. And it's kind of sad to see it. ” – Catherine Stephanie
Zhe Hui: To me, it's really just bandwagoning because they're just trying to, like, fit in with the crowd, fit with the trend. If you realize like every period of time there will be different trends of what people like. For example, I remember for a while, the Beauty of Joseon line, I think back in 2020-ish, or 2021—I don't remember which. They were a very big brand, but afterwards you can see them kind of die down. And now, I think Chinese makeup and just Chinese skincare in general is more prevalent now in the beauty sphere.
Question: How do you feel about fans that are committed to buying all merchandise or attending all events hosted by celebrities or influences? (fan calls, handshakes, concerts, etc)
Amara: Again, like, if it makes you happy, it makes you happy. But like, it is a strange thing to spend most of your money.
Catherine: I think if they have the money and they want to indulge in it, I feel like they could. And I'm not one to judge people for indulging. I guess I think, yeah, whatever. But then again, if it comes to the point where it harms your own money and stuff, I think it's pretty damn stupid. It's just a bit idiotic to spend half your savings onto something when you know you cannot spend that much.
Zhe Hui: I mean, definitely means that you're extremely devoted and. And as long as it's not affecting like, your work, your academics or whatever, as long as they're having fun not harming anyone, it's fine.
Question: Why do you think people impulsively buy things that have been repeatedly promoted?
Amara: Mental conditioning.
“ You see something and then you're like, ‘wow, that is cool’. I don't really care about it. And then you see it again, and then you see it in stories (Instagram), and you're like, hey, I should try this one instead of all these other brands, because people have talked about this one—More social influence, man. ” – A. R. Pranajaya
Catherine: Because I feel like… The first time something comes into your mind, it's a note, you notice it. And then the second time around, it comes to you, it's an idea. Like, an idea of the thing. Then the thing times around it, like, turns into consideration that, ‘hey, is this a sign that I should buy this? Hey, I think this will look good, actually.’ And then more. The more you've seen it promoted, the more and more you sort of feel like you kind of need it in your life, although you don't, or you kind of want it, because why else are you seeing it over and over and noticing it?
Zhe Hui: This is because I think, like, when someone that you admire constantly promotes something and you see it elsewhere as well, you will always have that impression in your mind that like, ‘oh, this product is good, this product works, or this is good, it will be helpful to me’, or whatever. So you feel more inclined to buy it because, number one, it's already been affirmed by the person you admire and number two, it's constantly being replayed to you like you're kind of being brainwashed by it. So it's quite normal to just impulsively purchase it.
Writer's Note:
Off-topic, but the chick-lit Shopaholic series by Sophie Kinsella exactly tackles this overspending mindset through her (often) crazy main protagonist, ironically enough, a finance graduate, Rebecca Bloomwood, and how it eventually upends her life (bonus, she bags a rich CEO).
Question: Humans are social creatures by nature; How do you think this correlates to feelings of FOMO?
Catherine: You want to sort of group yourself with people that are similar to you. We humans do that naturally. And so if, for example, your friends buy a certain product, you feel more inclined to take recommendations from them to buy said products, or you feel more inclined to follow them and, like, again, buy that product.
To conclude, this isn't to say idols themselves aren't totally scott-free. If anything, they knew what they were getting into. However, rarely do people think in their perspective: When idols face controversy, their consistent appearance diverts attention away from what could possibly be the companies’ fault. We're so often misled because their persona is both a shield and a lance for them.
While I may not have had any personal connections to the entertainment industry, I can make a brief assumption based off real-life controversial cases (eg; the Riize funeral wreath case, KATSEYE fans obsessing over their sexualities, NewJean’s court ruling, Selena Gomez vs Hailey Bieber), and even from inspired creative media that addresses them (eg; Perfect Blue, IDOL I). In the end, we're all human—For them to be controversial is one thing, but to expect them to entirely remain to your ‘perfect’ ideal without knowing them is another.
At the end of the day their talents are their jobs—jobs designed to please us, the masses, while padding out their wallets. It’s a farm-like cycle: not of blood, but of money and intellect, harvested until we’re dry. The truth is simple: as they become our dreams, we become their followers. Period.
More about the interviewee(s):
Amara Rahmi Pranajaya is a FASS foundation student at UNM. She's Indonesian but born and raised internationally. Thus, she sees the world through an pen-minded and thoughtful lens. A creative, she spends her time indulging in hobbies such as art, music, perusing through online spaces, and consuming media (both fiction and non-fiction)!
Catherine Stephanie is a first year Undergraduate in Finance, Accounting, and Management
Zhe Hui is currently in the Foundation September intake
Writer's Notes:
Firstly, I should address that, despite the underlying “lesson” if I may call it, I’m not bashing on the idea of celebrities. I mean, it’s the most idyllic dream out there; you can become an icon for your life-changing talent in words or music, your personality, become a feature in every screen across the world, and earn a loony-toons amount of money—just who wouldn’t pursue the ability of self-expression and it providing your job?
However aspirational that culture is, industries to exploit that aspiration to control both artists and fans. It is especially noticeable in the Korean music industry that has its own set of problems such as the normalisation of ED’s, disparaging work conditions and housing, taking advantage of minors, and so on—all to fit the “quota” they’ve set in their business proposal. In comparison, while these problems are particularly stark in Korea, Western artists face their own challenges, though some may have arguably more autonomy such as bbno$ and Chappel Roan who stepped away from their management upon finding out ties to someone being in the Epstein Files.
Furthermore, as the article has entailed, these companies influence our spending by familiarising us with celebrities and embedding them into our daily lives. Our support is commodified, repurposed for larger corporate agendas. In this way, celebrities often serve as distractions, diverting attention from deeper systemic problems. If anything, our “war” shouldn’t be between us, or the workers, rather the bigger system.
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