Vol. 2 No. 10 (2025)

Thematic Section: Surrounding Communications Research

Competing for International Discourse Power in the Digital Platform Era An Embedded Model and Case Analysis

Published 2025-11-30

  • Ruotong Yi
    • ,
  • Jianfeng Zhang

Ruotong Yi
Huazhong University of Science and Technology image/svg+xml

Jianfeng Zhang
Jishou University image/svg+xml

Abstract

Discourse possesses the capacity to shape reality, and the concept of “discourse power” continues to evolve alongside transformations in global communication. Digital platforms, by virtue of their vast user bases and extensive data resources, have restructured multiple dimensions of social life and emerged as a key arena for contesting international discourse power. This study develops an embedded model of digital platforms and international discourse power by examining their theoretical implications, strategic orientations, and structural interconnections. Using TikTok and Twitter as illustrative cases, it analyzes how major powers engage in discourse competition within the digital platform environment. The findings suggest that international discourse power in the platform era follows a logic of contestation for dominance, characterized by competition over capital, content, and technology—injecting new variables and uncertainties into the global communication order. Looking ahead, artificial intelligence will play an increasingly central role, discourse dissemination mechanisms will continue to innovate, and the development of autonomous, internationally recognized digital platforms will be imperative.

Keywords

International Discourse Power, Digital Platform, International Communication, Digital Geopolitics

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