Following Islamic Reality Show Personalities on Twitter: A Uses and Gratifi cation Approach to Understanding Parasocial Interaction and Social Media Use

  • Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen
  • Aini Maznina .A Manaf

Abstract

Islamic reality shows started in Malaysia with Imam Muda, producedin 2010 by Astro Oasis. Since then, other television stations in Malaysia have alsoadopted this format. Using uses and gratifi cation as a theoretical framework, amajor focus of this paper was to examine the effects of Islamic reality shows onits audience, specifi cally on the parasocial relationships formed between Twitterusers and their favorite Islamic reality show personality. It was predicted thatactive social media users would be more inclined to watch Islamic reality showsbecause of specifi c Twitter habits related to the show, and level of religiosity.A survey was conducted among students taking introductory Human Sciencesand Islamic Revealed Knowledge subjects from the International IslamicUniversity of Malaysia (IIUM). Among others, evidence from this researchsuggests that being relatable to viewers is important for mediated characters.Specifi cally, the level of parasocial interaction was found to signifi cantlyinfl uence motivation to use Twitter, and intention to watch Islamic realityshows in the future, because of their Twitter use. However, religiosity did notinfl uence intention to watch Islamic reality shows. The implications of thesefindings on the role of parasocial interaction, and the effects of social media ontelevision viewing were discussed in this paper.
Published
2017-12-29
How to Cite
SHARIFFADEEN, Tengku Siti Aisha Tengku Mohd Azzman; MANAF, Aini Maznina .A. Following Islamic Reality Show Personalities on Twitter: A Uses and Gratifi cation Approach to Understanding Parasocial Interaction and Social Media Use. Intellectual Discourse, [S.l.], v. 25, n. Special Is, p. 637-659, dec. 2017. ISSN 2289-5639. Available at: <http://journals.iium.edu.my/intdiscourse/index.php/islam/article/view/1064>. Date accessed: 24 jan. 2018.