Classic Communication Theories in the Digital Realm: A Literature Review

Abstract

Introduction: Social media platforms have profoundly reconfigured modern communication, allowing users to create and distribute content actively rather than merely consuming it. In this context, this article maps how established communication theories are being operationalized in social media research, identifying what remains applicable conceptually and what requires platform-sensitive extensions. Methodology: This systematic review examined peer-reviewed research applying classical communication theories—such as Uses and Gratifications, Social Network Theory, and Self-Presentation Theory—to social media environments, focusing on open-access articles within Communication studies. Results: Evidence suggests that, while fundamental user motivations—information-seeking, entertainment, social connection—remain salient, the interplay between individuals and algorithms intensifies identity performance, communal engagement, and online influence. Influencers function as key opinion leaders, reshaping audience perceptions and driving emergent forms of digital participation. Additionally, political discourse is democratized yet susceptible to echo chambers and polarization. Brand communication likewise benefits from influencer-driven marketing and user-generated endorsements that can rapidly shape consumer perceptions. Conclusions: Although classical theoretical frameworks retain significant explanatory power, they must incorporate platform-specific features like real-time feedback loops, personalization mechanisms, and transnational interactions. By integrating established constructs with interdisciplinary methods, researchers can more accurately assess complex, high-velocity communication processes. Ultimately, these findings confirm that traditional paradigms continue to inform social media research, provided they adapt to evolving technological conditions that broaden global connectivity and user agency. Thus, classical approaches remain indispensable for interpreting the evolving digital ecology.