Attitude to Power as a Parasocial Attitude (The Experience of Qualitative Sociological Research in the Siberian Regions)

Release:

2018, Vol. 2. №2

Title: 
Attitude to Power as a Parasocial Attitude (The Experience of Qualitative Sociological Research in the Siberian Regions)


For citation: Novikov A. S. 2017. “Attitude to Power as a Parasocial Attitude (The Experience of Qualitative Sociological Research in the Siberian Regions)”. Siberian Socium, vol. 2, no 2, pp. 12-21. DOI: 10.21684/2587-8484-2018-2-2-12-21

About the author:

Alexey S. Novikov, Cand. Sci. (Philos.), Master of Psychology, Associate Professor, Department of Sociology, Institute of Pedagogy, Psychology and Sociology, Siberian Federal University (Krasnoyarsk, Russian Federation); eLibrary AuthorID, Scopus AuthorID, asnovikov@gmail.com

Abstract:

In this paper, the author analyses secondary data obtained during the implementation of a number of research programs in the Siberian Federal District. As part of a series of studies, the attitude of residents of the subjects of the Siberian Federal District to federal, regional, and local authorities was studied. The purpose of this article is to consider the attitude of the inhabitants of the Siberian Federal District to power in terms of parasocial relations. The main problem is formulated as follows: there is a gap in the perception of the federal government and regional/municipal authorities. This gap lies in the differences of opinions and assessments of authorities on different levels. The concept of parasocial relations is relatively new for the domestic social science. Parasocial relations in Western sociology are understood as relations that are devoid of actual exchange. This work analyses the factual material of focus groups, examines the main features of parasocial relationships, and draws parallels between the attitude to power and the attitude to the heroes of various media products. The possibility of studying the political behaviour of the inhabitants of the Siberian Federal District using the focus group method is grounded. This paper considers two categories of opinions and assessments found in the course of sociological research: a) opinions and assessments based on the experience of respondents; and b) opinions and assessments of power based on media production. It is noted that it is necessary to use quantitative methods of sociological research for studying parasocial relations in society, including using the PSR scale, which is intended for the analysis of exactly this kind of relationship.

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