By Mohammad Raduan Mohd Ariff, Hanafi Hussin, Rodney C. Jubilado, Lowell S. Bautista, Christine Yun May Yong
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Point Biserial Correlation considers a special combination of variables where one is interval (PSI scores 20-100) and the other is dichotomous – voting behavior – ‗voted for‘ (coded as 1) and ‗not voted‘ (coded as 0). 9 9 Proceedings of the 4th International Conference on Southeast Asia Political Development in Southeast Asia Demographic variables and PSI differences The following are the findings on the differences of PSI across different demographic variables: Age The Age demographic variable was divided into three clusters when respondents answered the survey: 18 to 21 (according to SWS in their March 15-18, 2007 survey, less than 9% of the actual voters belongs to this age bracket); 22 to 30 (around 23% of the actual voters were of this age bracket), 31and above (the rest of the aforementioned SWS percentages of actual voters belonged to this bracket).
Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31, 279-292. M. (1994). Parasocial interaction scale. B. Rubin, P. E. ). Communication Research Measures: a sourcebook. , & Hewes, D. (2005). The Parasocial Hypothesis. Communication Monographs, 72, 92-115. STFAP Bulletin (2007), Office of Student Services and Scholarship, University of the Philippines, Diliman, Quezon City Wykes, M. (2007). Constructing crime: Culture, stalking, celebrity and cyber.
Parasocial Interaction transforms celebrities (or the TV personae in Horton and Wohl‘s [1956] words), into what Symbolic Interactionism suggests are ‗significant others‘. Significant others (or ‗orientational others‘) are people who have an influence on an individual‘s attitudes and behaviors. Parasocial interaction triggers mediated friendship or mediated rapport with the viewing public. When the public sees celebrities as friends, acquaintances, neighbors, or even lovers, symbolic interaction (Popkin, 1991) with such TV personae takes place.