Entertaining The Lonely Demographic

According to data from the General Social Survey (GSS), the average size of a person’s social network is one-third the size it was in 1985. On top of this, the majority claims to have zero confidants, close friends they discuss important matters with, compared to the average three confidants in 1985. While it may be easy to write this off as a temporary consequence of our culture, this trend is not only changing the way we interact with not only each other, but also how we interact with our technology. On demand entertainment, especially small, personal, and live entertainment, shows many signs of bridging the gap between entertainment and legitimate social interaction.
The Problem of Loneliness
While there is no conclusive verdict on where this loneliness stems from, researchers have identified some contributors to the problem. “A lonely person who anticipates others are going to act negatively toward them finds evidence in their environment for that, partly because they anticipate it and partly because they elicit it,” John Cacioppo. Without a perceived reliance on each other, due to distribution of goods without seeing the labor involved, people are increasingly seeking only comfortable experiences rather than having to be challenged socially to get what they need.
Cacioppo’s research has also shown that loneliness is contagious. Someone being in direct relation with someone who is lonely carries a 52% chance of that someone growing lonely themselves. This percentage decreases to 25% at a second degree of separation, a friend of a friend, and 15% at a third degree of separation. Even if you’re not directly surrounded by lonely people, these degrees of separation can pass through multiple social circles. This mixed with apathy and disdain towards negativity in social environments has amplified our original problem, naturally isolating ourselves.
Simulation in Fiction
According to a study by Raymond Mar and Keith Oatley, fiction plays a large role in simulating social interaction. “This simulation facilitates the communication and understanding of social information and makes it more compelling, achieving a form of learning through experience.” Ultimately, social interaction teaches individuals what is socially acceptable and how they choose to identify within those bounds. While simulated experiences will likely never be as organic as traditional social interactions, it’s apparent that newer generations who are drastically increasing their fictional intake are still learning social normalcy in some capacity.
The term ‘fiction’ can be difficult to define in this context. Watching livestreams or produced content may not seem fictional, but the viewer’s ability to leave or ignore the ‘conversation’ without any level of awkwardness creates a disconnect from reality. This lack of responsibility makes simulated social interactions more accessible, but diminishes the challenge of the experience.
What This Means for Entertainers
Livestreamers have an opportunity to assist in the development of their audience’s preferences and, in the case of younger audiences, personalities. Most successful content creators attribute audience feedback as their major driving force, more so than revenue. For content creators that do prioritize revenue, it’s evident that the more sustained interaction an entertainer can keep with their audience, the more success they’ll have. It’s important to remember that influencers are not dealing with a mindless audience either. If viewers don’t feel that an entertainer is genuine, there are many more who are available to entertain them. On the contrary, once a connection is established between an entertainer and a viewer, that connection can be difficult to replace or break all together. If you’re an entertainer, providing your audience with a real look into your personality, while maintaining an engaging performance, is the key to giving your audience a friend they trust.
Miller McPherson, Lynn Smith-Lovin, Matthew E. Brashears. (2006, June 1) Social Isolation in America: Changes in Core Discussion Networks over Two Decades. http://journals.sagepub.com/doi/abs/10.1177/000312240607100301
Bryner, J. (2009, Dec. 1) Loneliness spreads like a virus. Live Science. http://www.livescience.com/culture/091201-loneliness-spreads-friends.html
Raymond A. Mar, Keith Oatley. (2008, May 1) The Function of Fiction is the Abstraction and Simulation of Social Experience. http://journals.sagepub.com/doi/abs/10.1111/j.1745-6924.2008.00073.x
