In mid-February, Hulu released an anthology series called Love Story. The first season of the show dramatizes the relationship between John F. Kennedy Jr. and Carolyn Bessette-Kennedy, flooding social media with reactions, edits, and aesthetic recreations. There was a surge of responses from viewers, not about the television show itself and the artistic choices used to create it, but to the figures it portrayed. They had never met these individuals, yet thought they knew them. How can people develop intimate connections with such figures in the public eye with whom they have no personal relationship? Audiences adopted their style and debated their personality. The Kennedy family has received relentless media exposure for decades; it has not faded from national attention, but Love Story created a new wave of fascination. This infatuation coincided with Jack Schlossberg’s emergence as a political figure, thus making us ponder how much parasocial attachment and celebrity status shape modern politics in the United States and beyond.
Jack Schlossberg is the son of Caroline Kennedy and the grandson of John F. Kennedy. Schlossberg previously worked as a political commentator for Vogue. However, he has recently announced he is in the race for a seat in Congress to represent the twelfth district of New York City, saying the “country is at a turning point.” Before entering the political arena, Schlossberg was commonly associated with the informal quirky TikTok videos he used to make, making him all the more likeable and relatable among potential voters in retrospect. While Schlossberg contends, “They don’t just like me because I’m a Kennedy. Ask them how they feel about RFK Jr.,” his digital presence, combined with his family name, allowed him to gain a following that feels comforting and personal. The degree of his qualifications can be debated, but his visibility gives him a significant advantage in capturing public support for his proposals.
This dynamic reflects a broader concept known as parasociality: an experience of a one-sided emotional connection with someone, such as a celebrity, a public figure, or anyone who does not reciprocate this connection with them. The Kennedys have long been tied to the media, with the family’s tragedies and triumphs being a spectacle, creating a sense of familiarity and affection among the public for them. When shows like Love Story reinforce this connection by reintroducing these figures through a rose-coloured glass, people are highly likely to consume these narratives and be drawn to the figures in these romanticized portrayals. As a result, individuals like Schlossberg inherit a political legacy and an audience that is predisposed to invest in their political success.
This phenomenon is not constrained to one political family or one country. Former Prime Minister of Pakistan, Imran Khan, was an internationally acclaimed cricketer, noted for leading Pakistan to victory in the 1992 Cricket World Cup, prior to the beginning of his political career. He was already a household name, and that familiarity translated into intense loyalty. While his decision to run in the election was initially met with skepticism, he cultivated a public image embedded in charisma and authenticity. His fans continued to view him as a sporting legend, and people still had an emotional resonance with him, making his transition to politics seem almost seamless. In fact, an open letter signed this year by cricket stars — such as former England quartet Mike Atherton — requests better treatment in prison for Imran Khan. The letter starts with: “Many of us competed against him, shared the field with him, or grew up idolizing his all-round brilliance, charisma, and competitive spirit,” thus demonstrating an intimacy with him even after his imprisonment. Jack Schlossberg benefits from a comparable recognition, considering his public image is tied to the Kennedy legacy, shaping how voters will perceive him even in the absence of extensive political involvement.
Parasocial relationships have an increasing and intriguing influence in the world of politics. However, should voters be evaluating potential policymakers on the same scale they use for celebrities and public figures? The people we elect can profoundly affect our lives through their decisions. These roles of power should exclusively be given to those responsible enough to handle it with care. While Imran Khan’s time as Prime Minister was widely debated in terms of economic outcomes, many approved of his anti-corruption messaging. Jack Schlossberg’s campaign has already undergone scrutiny by several political experts, yet we are still uncertain about the future of his political career and how he performs if he wins the race for Congress — which he might, given the notion of parasocial relationships. Qualifications can help us reduce this uncertainty. Parasocial relationships can strongly influence who is in the political limelight, but this should not be the sole criterion we use to elect people into office.
The Zeitgeist aims to publish ideas worth discussing. The views presented are solely those of the writer and do not necessarily reflect the views of the editorial board.
