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Virtual Relationships in Social Media

How would you search for a romantic partner nowadays? Online would probably be most people's answer to that question. It’s more important than ever for psychologists to study virtual relationships in social media, how and why we form relationships online, and their pros and cons. We will define the study of virtual relationships in social media in psychology.Then, we will explore…

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Virtual Relationships in Social Media

Virtual Relationships in Social Media
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How would you search for a romantic partner nowadays? Online would probably be most people's answer to that question. It’s more important than ever for psychologists to study virtual relationships in social media, how and why we form relationships online, and their pros and cons.

  • We will define the study of virtual relationships in social media in psychology.
  • Then, we will explore virtual vs real-life relationships.
  • After we will examine the virtual relationship pros and cons.
  • Finally, we will look at evaluations of virtual relationships in social media.

Virtual Relationships in Social Media in Psychology

A virtual relationship in social media is formed via an online platform. It could be a friendship, romantic relationship, or parasocial relationship. But how and why do we create these relationships? What are the most important factors affecting our virtual relationships?

Virtual relationships in social medai, man in yellow jumper is typing on a grey laptop, StudySmarter.Fig. 1: Virtual relationships occur online.

Self-Disclosure

Self-disclosure is when we share information about ourselves with another person. Psychologists such as Altman and Taylor (1973) state that this is the key to forming relationships (social penetration theory), and a gradual process of self-disclosure aids the formation of closeness.

Others like Cooper and Sportolari (1997) state that oversharing can lead to the ‘boom and bust’ phenomenon.

The boom and bust phenomenon is when people overshare without the proper grounding of trust, which makes self-disclosure an essential part of a relationship, leading to the breakdown of the relationship.

They stated:

Online relating can lead to destructive results when people act on or compulsively overindulge in a speeded-up, eroticized pseudo-intimacy.¹

Virtual relationships are much more vulnerable to this phenomenon as self-disclosure tends to occur much faster because of the anonymity of online relationships. Psychologists such as Walther (1996, 2011) call this the ‘hyperpersonal model’ of virtual relationships.

Those engaging in computer-mediated communication highlighted how the hyperpersonal model is advantageous, in that it gives the sense of more control over messaging and better outcomes from this perceived sense of increased control that face-to-face conversations cannot compete with.

Asynchronous communication produces more desirable messages, according to those who engage in virtual relationships.

Absence of Gating

Gates refer to barriers that prevent us from being attracted to someone if we meet them in person, such as how they speak, smell or look. Virtual relationships have an absence of such gates, and thus, some psychologists suggest that we can form more meaningful relationships online.

When appearance remains unknown and a person can interact with others without fearing rejection based on looks, they may be less shy, and the absence of gates allows for deeper developments of relationships that would have normally been dismissed in face-to-face situations.

The absence of gates can also be positive for shy or socially anxious people:

  • Baker and Oswald (2010) investigated rates of shyness and loneliness and how they related to social media use, focusing particularly on the quality of friendships. 241 participants completed questionnaires on their shyness, loneliness, friendship qualities and social support, alongside a questionnaire on their Facebook use. They found that those showing higher levels of shyness had stronger associations with Facebook use and friendship quality compared to people with low levels of shyness. They suggested Facebook is a way for shy individuals to comfortably communicate with others.

They can meet people without the anxiety of real-life interaction. Even if people meet later in the relationship, if an attraction has already been formed, gates rarely dampen this attraction due to the intimacy developed from self-disclosure.

Reduced Cues Theory (Deindividuation)

Deindividuation theory in the context of online relationships refers to the lack of physical cues we get in face-to-face interactions, such as facial expressions and body language, affecting interactions.

Social rules dictate our interactions; we control our impulses and tend to speak more politely due to the potential for repercussions.

We also navigate conversations in response to cues provided by those we are conversing with; if we say something that is not well perceived, we typically backtrack and attempt to resolve the conversation.

According to Sproull and Kessler (1986), virtual interactions are much less effective than face-to-face ones, which leads to deindividuation, wherein people feel less responsible for their behaviour and become more hostile, as they lack the social inhibitions face-to-face communication provides. Interestingly enough, this prevents self-disclosure.

Virtual Relationship vs Real Life Relationship

Definitions of romantic relationships can be applied to both virtual and real-life relationships. Romantic relationships typically involve intentional affectionate and intimate behaviour, which can be displayed in different ways both online and in person.

What counts as affectionate and intimate can vary for different people.

Someone may think that someone else checking up on their health and well-being is affectionate and that intimacy comes from getting to know another person really well.

Others may rely on physical interactions to define their intimate relations.

There will be individual differences in preferences for relationships. Factors that distinguish virtual and face-to-face relationships, such as distance and a physical connection might be a pro for one person and a con for another.

Would you prefer to connect with someone online or in person? Can you think of your own pros and cons for either?

Virtual Relationships Pros and Cons

Let's examine the strengths and weaknesses of virtual relationships, before evaluating the theories behind virtual relationships.

Disadvantages of a Virtual Relationship

First, the disadvantages of virtual relationships:

  • Dishonest partners: With the distance provided by virtual relationships, and the separation of consequences, there's an increased risk of dishonesty.
  • Risk of catfishing: Catfishing is a modern term referring to a person presenting themselves in a dishonest way, usually by providing a picture that looks different to them in real life.
  • Risk of cyber security or fraud: With virtual relationships comes the risk of scams, especially for those who are willing to trust others for the sake of developing a relationship.
  • Little physical presence or connection: Virtual relationships lack the physical presence face-to-face relationships provide.

Advantages of a Virtual Relationship

Now, let's highlight the advantages of virtual relationships.

  • Allows for easily accessible human connection: online conversations can be carried out from anywhere and can be a source of intimacy at any time.
  • Quick communication and fast response times: virtual responses can be instantaneous, which can be nice for people who want to connect with others.
  • Expectations can be different compared to in-person relationships: it may be less stressful than sharing physical space. People report turning to virtual relationships after challenges with face-to-face relationships.
  • They do not have to solely be online, they can lead to life changes and the development of in-person relationships. Relationships can grow to become more intimate by meeting and sharing experiences out in the world (Scott et al. 2007).

Virtual Relationships in Social Media Evaluation

Zhao et al. ❲2008❳ found that self-presentation on non-anonymous websites like Facebook was implicit rather than explicit. People show their identities implicitly through posts and pictures rather than explicitly stating their personality traits. This research indicates that social media sites are sources of self-presentation, helping relationship formation.

Some psychologists suggest that reduced cues theory is flawed in its assumption that there are no cues in virtual relationships. They suggest different cues are present, such as time taken to reply and emojis. Research from Whitty and Johnson (2009) supports the idea of different cues.

Tidwell and Walther (1995) examined how different uses of time affect non-verbal cues in computer-mediated communication (CMC), as many describe CMC as suffering from a lack of non-verbal cues. They found that both the time of day a message was sent and the length of time to receive a reply after a message was sent had significant interactions, suggesting cues do in fact exist and affect virtual relationships.

Virtual Relationships in social media, a black phone on a wooden table, with a white screen with a heart, a kissy face and another heart emoji on, StudySmarter.Fig. 3 - Affection cues are different in virtual relationships.

McKenna and Bargh (2000) stated, in reference to virtual relationships:

one's greater anonymity, the greatly reduced importance of physical appearance and physical distance as “gating features” to relationship development, and one's greater control over the time and pace of interactions.²

They found that romantic relationships that initially formed online were 70% more likely to last over two years longer than ‘offline’ relationships. The correlation between internet use and successful relationships is also supported by Rosenfeld and Thomas (2012).

Rosenfeld and Thomas (2012) found that over the last 15 years, the internet has displaced more traditional avenues of meeting potential partners (such as through school, work, friends or family). Those with internet access at home are more likely to have partners.

However, it is flawed to assume relationships are either online or offline. Today, many real-life relationships also begin and develop online; this is a weakness of investigating so-called ‘virtual relationships’. The study of online relationships is culturally and economically biased.

It does not consider that people in less developed countries and those with low income may not form online relationships. There is also evidence to suggest that the depth of self-disclosure differs in men and women, suggesting that virtual relationships and self-disclosure are not the same regardless of gender.


Virtual Relationships in Social Media - Key takeaways

  • Virtual relationships are very common today and refer to relationships formed and maintained online.
  • Self-disclosure, the absence of gating, and reduced cues theory (deindividuation) can explain the increase in virtual relationships.

  • We can explain parasocial relationships using the absorption-addiction model or attachment theory.

  • There are pros and cons for both virtual and real-life relationships. Virtual relationships are becoming more accessible, and more adults with internet access at home have relationships than those who don't. The internet is beginning to displace traditional avenues of meeting a partner.

  • However, issues with scams and catfishing still exist, and lack of research into less developed countries and low-income families affects the reliability of research investigating virtual relationships.


References

  1. Cooper, A., & Sportolari, L. (1997). Romance in Cyberspace: Understanding Online Attraction. Journal of Sex Education and Therapy, 22, 7-14.
  2. McKenna, K. Y. A., & Bargh, J. A. (2000). Plan 9 from cyberspace: The implications of the Internet for personality and social psychology. Personality and Social Psychology Review, 4(1), 57–75.

Frequently Asked Questions about Virtual Relationships in Social Media

Virtual relationships are very common today and refer to relationships formed and maintained online.

Psychologists theorise that the absence of gating, as well as greater self-disclosure, allows virtual relationships to form.

Virtual relationships are formed online, whereas face-to-face relationships occur in real life between people physically close.

People may form virtual relationships for a variety of reasons. Research speculates individuals who are shy or socially anxious turn to virtual relationships as the reliance on physical appearance is reduced, citing an absence of gating, deindividuation, and self-disclosure as factors affecting the development of virtual relationships.

Virtual relationships, just like face-to-face relationships,  vary in the experiences they provide. Relationships are a subjective experience, and research indicates virtual relationships have the potential to be healthy—McKenna and Bargh (2002) found online relationships were 70% more likely to last over two years than offline relationships—and unhealthy. The risk of catfishing and scams is present in virtual relationships, and Cooper and Sportolari (1997) referred to oversharing that occurs in virtual relationships as a boom and bust phenomenon. 

Final Virtual Relationships in Social Media Quiz

Virtual Relationships in Social Media Quiz - Teste dein Wissen

Question

Name some of the benefits of forming a relationship online.


Show answer

Answer

The absence of gating and greater self-disclosure are some of the benefits of forming an online relationship.

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Question

What is the most intense type of parasocial relationship?


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Answer

Borderline pathological.

Show question

Question

Who came up with the reduced cues theory?

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Answer

Sproull and Kessler (1986).

Show question

Question

What cues could replace physical cues in social media?


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Answer

Emojis and time taken to reply can replace physical cues. 

Show question

Question

Give an example of a parasocial relationship. 


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Answer

An unrequited crush on an Instagram influencer is an example of a parasocial relationship.

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Question

What is self-disclosure?


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Answer

Self-disclosure refers to sharing information about yourself. 

Show question

Question

Who suggested that self-disclosure may become ‘hyperpersonal’ in online relationships?


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Answer

Walher.

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Question

McCutcheon came up with the ____-Addiction model of online relationships.


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Answer

Attention.

Show question

Question

McCutchen created the Celebrity _____ scale.

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Answer

Attitude.

Show question

Question

Give an example of a gate in absence of gating.


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Answer

Physical attractiveness.

Show question

Question

Define self-disclosure.


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Answer

Self-disclosure is sharing personal information with another person.

Show question

Question

Why do some psychologists (Walher, 1996, 2011) theorise that self-disclosure is greater online?


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Answer

Because of the anonymity, lack of accountability and ability to leave at any time.

Show question

Question

Who came up with the hyperpersonal model?


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Answer

Walher.

Show question

Question

Who theorised the ‘boom and bust’ phenomenon?


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Answer

Cooper and Sportolari.

Show question

Question

Give an example of a non-verbal cue.


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Answer

Tone of voice.

Show question

Question

What is the reduced cues theory?

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Answer

Sproull and Kessler (1986) suggested that we share less online due to a reduced amount of non-verbal cues such as body language, facial expressions, and tone of voice. According to them, this leads to deindividuation, where reduced cues and anonymity makes people lower their standards of behaviour and have a reduced sense of individuality.

Show question

Question

What is a counterpoint to reduced cues theory?


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Answer

We may not simply lack cues but have different cues in online relationships such as emojis and time taken to reply.

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Question

What causes the ‘boom and bust’ phenomenon, according to Cooper and Sportrolari?

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Answer

Increased breadth of self-disclosure causes the 'boom and bust' phenomenon. 

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Question

According to Walher’s hyperpersonal model, why does self-disclosure increase in online relationships?

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Answer

Walher states that self-disclosure occurs quickly online due to anonymity, the ability to craft answers and your image, a lack of accountability and the fact that you can leave at any point.

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Question

Whose correlation study did Bargh et al. (2002) build upon to show that online relationships lead to greater self-disclosure?

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Answer

McKenna, Green and Gleason's (2002)

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Question

Who studied online communication and found that users are often direct, asking intimate and probing questions?


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Answer

Whitty and Johnson (2009)

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Question

Give one weakness of studying self-disclosure in online relationships.


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Answer

One problem with studying online self-disclosure is that relationships rarely form all online or all offline today. This means that it is very rare that we can study ‘online relationships’ or ‘offline relationships’.

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Question

What did Bargh et al. (2002) find?

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Answer

Bargh et al. found that those who interacted online were better able to express their true selves to their partners.

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Question

What is deindividuation?

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Answer

Deindividuation is when reduced cues and anonymity makes people lower their standards of behaviour and have a reduced sense of individuality.

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Question

What percentage of online relationships did McKenna and Bargh (2000) find lasted more than two years?


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Answer

70%

Show question

Question

Give an example of a gate.

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Answer

Any of the following: physical attractiveness, scent, tone of voice and body language.  

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Question

Why are gates absent in online relationships?

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Answer

Gates are things that hinder attraction in face-to-face encounters. While we can see some of these things online when we watch videos or video call a person, we encounter most gates  in person, such as body language and tone of voice.

Show question

Question

Mckenna et al. (2002) found that __ of online relationships lasted more than two years 

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Answer

71%.

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Question

Describe Baker and Oswald’s study (2010).

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Answer

Baker and Oswald (2010) interviewed 241 participants about their social media use and shyness. The questionnaires assessed Facebook use, level of shyness, perceived social support, loneliness, and friendship quality. They found a strong positive correlation between the level of shyness and Facebook use but no correlation between Facebook use and loneliness, suggesting that Facebook helps shy people overcome their shyness.

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Question

Why does Buss’s 1989 study expose potential gender bias in the study of gating?

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Answer

Buss found that men value good looks and younger-looking partners, while women prefer resource-based characteristics. This finding suggests women are much more dependent on ‘gates’ than men, as men’s occupations and social status are often apparent from their online profiles. In contrast, women can only be judged in person by their appearance. Therefore, the absence of gates may affect women more than men.

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Why would the absence of gates in online relationships be dangerous?

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Answer

Because if we do not meet someone in person, it means they can create an online persona that may not be truthful. This could be dangerous for several reasons, including blackmail, assault and more.

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Why would the absence of gates in online relationships be positive for shy people?

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Answer

Shy people could form relationships without the pressure of meeting someone in person and without confronting the fear of being rejected.

Show question

Question

Who found a correlation between Facebook use and shyness?

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Answer

Baker and Oswald.

Show question

Question

What are some evaluation points of McKenna et al. (2002)?

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Answer

The ecological validity of the McKenna et al. (2002) study is quite high, but the data is based on self-report, so bias may occur (particularly social desirability bias). 

Show question

Question

What did McKenna et al. (2002) find in their study?

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Answer

They found that 71% of online relationships lasted more than two years, much more than their offline counterparts.

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Question

Why is it important for psychologists to study virtual relationships in social media?

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Answer

This is because over a fifth of 25 to 34-year-olds meet their significant others online. This new phenomenon will only grow, with Stanford University predicting that more than half of people will meet their partners online by 2035 (Sky News, 2021).

Show question

Question

How can a virtual relationship in social media be formed?

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Answer

A virtual relationship in social media is formed via a platform like Instagram, Facebook or Twitter.

Show question

Question

A virtual relationship in social media can only be a friendship. Is this true or false?

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Answer

True.

Show question

Question

_____ is the key to forming relationships. Fill in the blank.

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Answer

Self-disclosure.

Show question

Question

What is the boom and bust phenomenon?

Show answer

Answer

The boom and bust phenomenon is when people overshare without the proper grounding of trust.

Show question

Question

Why are virtual relationships more vulnerable to the boom and bust phenomenon?

Show answer

Answer

This is because self-disclosure tends to occur much faster because of the anonymity of online relationships. 

Show question

Question

Sproull and Kiesler (1986) suggest that online relationships may be less honest and open than face-to-face ones. Is this true or false?


Show answer

Answer

True.

Show question

Question

What are gates?

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Answer

Gates refer to barriers that prevent us from being attracted to someone if we meet them in person, such as how they speak, smell or look.

Show question

Question

Virtual relationships have an absence of gates. Is this true or false?

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Answer

True.

Show question

Question

The absence of gates in virtual relationships is negative. Is this true or false?

Show answer

Answer

True.

Show question

Question

How do the absence of gates help shy or socially anxious people?

Show answer

Answer

They can meet people without the anxiety of real-life interaction. Even if people meet later in the relationship, if an attraction has already been formed, gates rarely dampen this attraction due to the intimacy developed from self-disclosure. 

Show question

Question

According to Sproull and Kessler (1986), virtual interactions are as effective than face-to-face ones.

Show answer

Answer

True.

Show question

Question

How is the study of virtual relationships in social media culturally and economically biased?

Show answer

Answer

This is because it does not consider that people in less developed countries/ with low income may not form online relationships. 

Show question

Question

What are the three levels of the celebrity attitude scale?

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Answer

  1. Entertainment-social

  2. Intense-personal

  3. Borderline pathological

Show question

Question

What is absorption?

Show answer

Answer

Absorption refers to an intense, all-encompassing focus on a celebrity, e.g., constantly checking the news to see mentions of them.

Show question

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