This research explores commercial friendship within Dutch pubs, focusing on the transition from transactional to personal interactions between bartenders and guests. The study uses semi-structured interviews and thematic analysis to reveal that commercial friendship shares many similarities with non-commercial friendship but differs in important aspects. We found six levels of commercial friendship that range from minimal interactions, categorized as 'guest,' to deep, personal connections identified as 'best friend.' We identified three dimensions of commercial friendship quality: activities, self-disclosure, and social support. A critical finding is the 'tipping point'—a stage in the relationship development where interactions shift from professional to personal, characterized by mutual personal disclosure and balanced social support, redefining professional relationships. These findings demonstrate that commercial environments can foster genuine friendships, and provide valuable insights for enhancing interpersonal relationships within the hospitality industry.
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Previous research largely supports the notion that mediated contact and engagement with minority characters can improve viewers’ real-life minority attitudes. However, it is unclear to what extent different forms of media engagement such as parasocial friendship and wishful identification are linked to attitudes, and whether deep-level similarities affect engagement with minority characters. Deep-level similarities refer to viewers’ perception of shared personality traits, attitudes, and social experiences with characters. In a cross-sectional survey, we examine (1) to what extent parasocial friendship and wishful identification with an LGBTQ character are each associated with viewers’ prejudicial attitudes toward the LGBTQ community, and (2) to what extent perceived deep-level similarities of an LGBTQ character are related to viewers’ parasocial friendship and wishful identification felt for the LGBTQ character. Based on a structural equation model using a sample of U.S. residents (n = 247), it may be concluded that the deep-level similarities of LGBTQ characters have both direct and indirect associations with LGTBQ prejudice, mediated by wishful identification.
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