Horton and Wohl developed Parasocial Theory which is the idea that fans have a parasocial relationship with the artist they like, particularly when they use direct addresses, real names such as Ed Sheeran, and cultivate fan appreciation such as Lady Gaga calling her fans 'Little Monsters' meaning the fans can relate to the celebrities if they have normal names, and feel appreciated at times. There is a relationship between the fans and celebrities.
The Internet and online fans have shown the ability for fans to further cultivate a pararsocial relationship with an artist such as fan videos, and commenting on youtube videos meaning the public can have their turn or say.
R&B artists use this such as Facebook and Twitter pages, so fans can actually direct comments and questions towards them, building a relationship between the artist and fans which is crucial as fans love to feel wanted and appreciated.
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