A study was conducted to determine whether the phenomenon known as "parasocial interaction" (PSI)--the perception of a face-to-face relationship between spectator and media performer--precedes the formation of loyalty to a particular television newscast, or whether viewers see newscasts as a way of reaffirming their ties with the community. Subjects, 364 viewers of local news in the Seattle, Washington, area, were asked whether they would be likely to engage in any of eight behaviors listed on a questionnaire, such as feeling good to hear the newscaster's voice, or acknowledging the newscaster's signoff. They were also asked questions concerning the importance of newscaster concern for the local area (perceived community orientation--PCO), their own attachment to the area, and questions of demographics. Results showed that PSI was correlated with viewer loyalty, but not necessarily an antecedent condition. Additionally, age was not found to be a factor in viewer loyalty--damaging Mark Levy's conclusion that older people are more likely to experience PSI. Respondents' community ties were more strongly related to loyalty than to PCO. Finally, there was a negative correlation between respondents' education and PSI, although it was weaker than those in earlier findings. The study casts doubt on the belief that newscasters' casual banter and "kidding around" creates and reinforces viewer loyalty. (Notes, tables, and references are included.) (JC)