The Cambridge University Press & Assessment has named “parasocial” as its Word of the Year for 2025. That single adjective now encapsulates a cultural shift: the rise of one-sided relationships — where we feel deeply connected to someone who doesn’t know us back.

What “parasocial” means

Originally coined in the 1950s to describe TV viewers’ emotional attachment to on-screen personalities, “parasocial” now extends far beyond. It covers how fans engage with influencers, how users bond with AI chatbots, and how people believe they “know” famous figures despite no real interaction. 

Why it’s so relevant in 2025

• With social-media stars and creator culture, people spend hundreds of hours watching, commenting and feeling invested — even though the relationship remains one-way.

• The arrival of conversational AI and chatbots means we might now build emotional ties with a machine interface, feeding the parasocial dynamic.

• In a fragmented world where genuine personal connection is harder, parasocial ties can feel safer, more controllable — yet also more isolating.

The hidden risks

While it can feel comforting to “know” someone from afar, parasocial relationships may blur boundaries. They can create unrealistic expectations, lead to emotional dependence, or distract from two-way, meaningful connections. Recognising that connection is one-sided is key.

What this says about us

That “parasocial” has been chosen as Word of the Year signals a societal acceptance: yes, this is the shape of human interaction now. It raises questions about authenticity, agency, and how we define “relationship” in a digital age.

What you should do

• Reflect on your own media habits: how many “friends” do you have that you’ve never met?

• Be mindful of emotional investment in personalities who don’t invest back.

• Prioritise real-world, two-way connections alongside your digital ones.

Bottom-line:
“Parasocial” isn’t just a word. It’s a mirror showing how the digital age rewires our feelings, our friendships and our sense of connection. As it dominates 2025’s cultural vocabulary, it’s also a call to pay closer attention to the deeper story behind our choices of whom we follow and why.