The Influence of Media Exposure and Parasocial Interaction on Perceived Political Authenticity and Political Efficacy among Thai Citizens
Keywords:
Political Party, Media Exposure, Parasocial Interaction, Political Authenticity Perception, Political EfficacyAbstract
This study aimed to 1) examine Thai citizens’ media exposure, parasocial interaction, perceived political authenticity, and political efficacy regarding political parties, and 2) investigate the influence of media exposure and parasocial interaction on perceived political authenticity and political efficacy. The sample consisted of 400 Thai citizens aged 18 and above who followed political news. Data were collected using questionnaires and analyzed with descriptive statistics, simple linear regression, multiple regression, and hierarchical regression. The results indicated that media exposure alone did not significantly predict parasocial interaction, whereas parasocial interaction strongly influenced all three dimensions of perceived political authenticity: ordinariness, consistency, and immediacy. Moreover, media exposure combined with parasocial interaction and perceived political authenticity predicted citizens’ political efficacy. The findings suggest that parasocial interaction plays a critical role in shaping Thai citizens’ understanding and confidence in political matters, while media exposure alone has limited impact. This research provides insights into the role of media and parasocial interaction in political communication and can inform future strategies for political party communication.
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