2025 word of the year: parasocial
pointing the finger at the individual again
Quick end of week thought.
Cambridge Dictionary’s word of the year for 2025 is PARASOCIAL.
Because: “in 2025, the “chronically online“ developed unreciprocated parasocial relationships with YouTubers and influencers who they feel they know, becoming invested in all the twists and turns of their personal lives.”
Relationships that often become “unhealthy and intense”.
But wait…isn’t this what we were meant to do?
“Parasocial” gets pinned on followers, on fans, on anyone who cares too much.
But with so many brands’ business models relying so deeply on manufactured intimacy; and with so many platforms built on making one-way relationships feel mutual; and with so many influencers turning their lives into content hooks with shopping links….what did we expect?
The irony that it’s the people that we think of as the problem. As unhealthy and intense. Not the system.
Like, follow and subscribe, we were told. Hit those buttons! Pay attention.
Just not too much!