Spheres of Self: Performativity and Parasociality in the Metaverse

And while it’s tempting to dismiss it as a shallow trick to boost engagement, I’ve come to view it slightly more charitably. Cultivating the parasocial by attaching one’s face or voice to the content itself is a powerful way to make people care more about something—effective marketing if not a source of underlying quality. As AI normalizes the idea... See more

For one thing, the internet has taken the reward circuitry meant for social conditioning and has begun to replace it with parasocial conditioning; our reward feedback loops increasingly run through interactions with people we don’t know and may never meet, who have very little information about us or investment in our lives and wellbeing. Parasocia... See more