المجلة الدولية للاتصال الاجتماعي
Volume 13, Numéro 3, Pages 10-30
2026-09-30
Transformations Of The Communicator In The Digital Environment: A Theoretical Approach To The Role Of Influencers On Social Media Platforms
Authors : Dahmani Fatima . Belaada Halima .
Abstract
The digital communication environment has created a new communication reality based on the multiplicity of actors, the flexibility of roles, and the immediacy of interaction, which has revealed the shortcomings of traditional communication models in explaining the dynamics of network communication. This study aims to redefine the concept of communicator within the digital social platform environment, by adopting a descriptive and analytical approach based on a literature review and contemporary theoretical approaches, especially the theory of network communication and participatory communication. The study concluded that the digital influencer has become a pivotal actor in the digital environment, exercising roles that go beyond producing content to leading digital public opinion, creating the media agenda, and controlling the paths of digital debate, relying on algorithmic mechanisms and artificial intelligence techniques. The study recommends the need to develop modern theoretical approaches that accommodate the nature of the networked communication space, and to readjust the concept of the communicator to suit the dynamics of interactive social platforms. Keywords: communicator, digital social platforms, digital influencer, networking, participatory communication.
Keywords
Keywords: communicator, digital social platforms, digital influencer, networking, participatory communication.
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