Netflix binge-watching, parasocial interaction, and loneliness among Malaysian university students during the COVID-19 pandemic

Tengku Mohd Azzman, Tengku Siti Aisha and A. Manaf, Aini Maznina (2022) Netflix binge-watching, parasocial interaction, and loneliness among Malaysian university students during the COVID-19 pandemic. In: 4th Communication Research Seminar 2022 (CORENA22), 20-21Dec 2022, Virtual. (Unpublished)

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Abstract

Streaming service such as Netflix is becoming increasingly popular in Malaysia. Netflix offers a wide range of content that maybe of interest and binge-worthy to young adults, such as K-dramas, sitcoms, rom-coms, or reality television shows. Media theories such as uses and gratification (U & G) perspective predicts that heavy users will be more motivated to gratify various needs through frequent media consumption. Although there is an abundant number of research that has examined how the media audience assuage certain needs, such as loneliness and social interaction needs, through media content, research linking binge-watching behavior and relationships that the Netflix viewer forms with their favorite Netflix character is scarcer. Thus, this study seeks to examine how loneliness, parasocial interaction and motivation to binge-watch (MBW) influence binge-watching tendencies (BWT) among Malaysian university students during the COVID-19 lockdown. Restrictions on movements and being unable to leave the campus perhaps leaves no choice for many young adults but to fill their time by binge-watching Netflix to alleviate their boredom, reduce their loneliness, increase feelings of enjoyment, or to relieve stress brought about by the pandemic. Another focus on this research is to examine how relationships formed with media characters mediated the relationship between loneliness and BWT. A cross-sectional survey was conducted among IIUM students in October 2021 (N = 284). Findings revealed that on average, IIUM students preferred to binge-watch Western and Korean TV series alone, at least 3-4 times a week, with most using their own or family account to binge-watch. Also, consistent with the U & G perspective, certain MBW (I.e. enjoyment, stress relief, escape, and boredom) were able to predict frequency of Netflix binge-watching tendencies (BWT). Parasocial interaction mediated the relationship between loneliness and BWT. The implications of these findings on the U & G perspective, as well as how binge-watching behaviour, as a newer and recently popular form of media engagement will be discussed.

Item Type:	Conference or Workshop Item (Slide Presentation)
Uncontrolled Keywords:	Loneliness, Netflix binge-watching tendencies (BWT), motivation to binge-watch (MBW), parasocial interaction, uses and gratification
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User:	Dr Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen
Date Deposited:	16 Jan 2023 14:44
Last Modified:	16 Jan 2023 14:44
URI:	http://irep.iium.edu.my/id/eprint/102870

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