Neue Forschungsergebnisse identifizieren ein Phänomen namens „Publikumsverstrickung“, das beschreibt, wie Social-Media-Ersteller ihre tiefe emotionale Verbindung zu ihrem Publikum aktiv verwalten müssen, um Burnout zu verhindern und ihre Karriere aufrechtzuerhalten. Sie reagieren überempfindlich auf Kommentare, Likes und Aufrufzahlen.

For many aspiring artists and musicians, achieving fame on social media represents the ultimate career goal. A new study published in Administrative Science Quarterly challenges this assumption, revealing that gaining a massive following often triggers a psychological struggle that threatens the creator’s well-being. The research identifies a phenomenon called “audience entanglement,” describing how creators must actively manage their deep emotional connection to their audience to prevent burnout and sustain their careers.

The central finding of the study is the deep interrelatedness between the creator and their audience. The researchers found that this relationship becomes a persistent consideration in how the creator approaches their work. It is not something they can easily ignore.

For most creators, this phenomenon initially manifests as “dysfunctional entanglement.” In this state, the creator feels an oppressive dependence on audience reactions. They become hypersensitive to comments, likes, and view counts. They begin to rely on these external metrics as their primary source of validation.

https://journals.sagepub.com/doi/10.1177/00018392251399652