Transcending the boundaries between virtuality and reality
In the age of digital omnipresence, where we spend more and more time online, two phenomena have emerged: paracosm and parasocial relationships.
The paracosm, the comforting universe
A paracosm is an imaginary world that can take the form of futuristic societies or even alternative versions of our own world.
Paracosm creators are often children or teenagers, although these paracosms are perennial and endure into adulthood. These individuals enrich this universe by including history, geography, culture, and sometimes even a proprietary language. This process allows them to explore their creativity, stimulate their imagination and find an escape from their reality in which to flourish.
What’s interesting is that this paracosm is being exported to the world of communications through storytelling and, more specifically, the definition of a brand universe.
For example, the Oasis brand has developed a strong brand identity based on its humorous, natural and optimistic values. The use of Petits Fruits, who become living creatures, has humanized and personified the brand’s DNA. These amusing characters have helped to forge a whole Oasis universe, of which puns are a part and become a language specific to these Petits Fruits.
Parasocial relationships: unrequited feelings
Parallel to these imaginary worlds, the phenomenon of parasocial relationships has also gained momentum. These relationships develop when an individual creates a strong emotional bond with a media personality, such as a celebrity, influencer or fictional character, without this relationship being reciprocal. These fans may feel a sense of intimacy and attachment to this virtual love interest, even though the latter doesn’t know them personally. It’s a phenomenon that has grown with digital technology, and in particular the various social platforms that bring us closer to these individuals. By following their Instagram accounts or watching their YouTube videos, we feel like we know something of their intimacy.
Ultimately, these parasocial relationships, though purely one-sided, can have a significant impact on individuals’ psychological well-being. They offer a sense of connection and support, while helping to fulfill certain emotional needs. But sometimes they can lead to unrealistic expectations and distorted perceptions of reality.
Whether through the creation of paracosms or the development of parasocial relationships, these phenomena illustrate our fundamental need to give life to imaginary worlds and to forge links with others, even if virtual. They reflect our ability to transcend the limits of our everyday reality to seek fulfillment in a reassuring universe.
As digital technology takes up more and more space and the rise of new digital tools impacts our daily lives, we have already explored the emotional attachment of individuals to machines or digital tools in a previous article. It is therefore essential to maintain a healthy balance between our real lives and these imaginary worlds, while being aware of the challenges and opportunities they represent for our mental and social well-being.
