“Para-“ tends to mean “around” or “beside,” kind of in the sense of “close to" or "almost”--paraprofessional teachers or lawyers, paramilitary groups, parallel lines, parasitic symbiotes. In this specific context, American anthropologist Donald Horton and sociologist Richard Wohl (1956) [0] coined the notion of “para-social" relations, in order to describe audience members’ intensifying, one-sided sensations-of-relationships with media characters as American-style mass media came into its own:

> The most remote and illustrious men are met as if they were in the circle of one's peers; the same is true of a character in a story who comes to life in these media in an especially vivid and arresting way. We propose to call this seeming face-to-face relationship between spectator and performer a para-social relationship.

They contrast para-social relations with face-to-face ones, which they call ortho-social:

> The crucial difference in experience obviously lies in the lack of effective reciprocity [...] To be sure, the audience is free to choose among the relationships offered, but it cannot create new ones. Whoever finds the experience unsatisfying has only the option to withdraw.

It's a nice read, and spookily still relevant. Thanks for the impetus to dust it off :)

Anyway—in the 2010s, social scientists began to use the idea to think about the emerging class of even-more-intimate, confessional celebrities—like the Kardashians—as those celebrities started to use the socials ‘round the clock and to broadcast seemingly intimate, unguarded moments [1]. “Healthy” doesn’t seem to be the word the researchers and clinicians tend to choose...

[0] https://www.tandfonline.com/doi/abs/10.1080/00332747.1956.11...

[1] https://ink.library.smu.edu.sg/lkcsb_research_all/7/

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