Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Emergence of New Communication Models in Digital Platform Comment Sections: From Linear Propagation to Interactive Network Approaches—Taking Weibo and TikTok as Examples

Ayan MaheshatiAL-FARABI KAZAKH NATIONAL UNIVERSITY*

* Corresponding author: [email protected]

Abstract

Against the backdrop of the rapid evolution of digital media and the deep embedding of social platforms into social life, the contemporary communication system is undergoing structural restructuring. The information environment driven by digitalization and algorithms has strengthened the decentralized and multi-node characteristics of the communication process, enhanced users' subjectivity in information production and circulation, and shifted the communication model from the traditional linear paradigm of "center-masses" to a structure centered on network interaction and dynamic feedback. Based on this, this paper uses a literature review to trace the evolution of communication models from the classic linear model to interactive and network models, comparing classic models such as Lasswell, Shannon-Weaver, and Schramm with interactive communication theories in the context of new media. Using case studies such as Weibo, TikTok comment sections, and news interaction mechanisms, the study points out that digital media facilitates the redistribution of communication power from "center-masses" to "network-users," while also bringing problems such as information overload and algorithmic bias, posing new challenges to the explanatory framework of traditional communication theories.

Keywords: Communication model; Social media; Network society; Interactive communication
Published: February 10, 2026
DOI: 10.54254/2753-7064/2026.BJ31760
Volume: CHR Vol.101
pp. 124-130
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