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Abstract Since the advent of the internet, communication paradigms have continuously evolved, resulting in a present-day landscape where the dynamics of information dissemination have undergone a complete transformation compared to the past. In this study, we challenge the conventional two-step flow communication model, a long-standing paradigm in the field. Our approach introduces a more intricate multi-step and multi-actor model that effectively captures the complexities of modern information spread. We test our hypothesis by examining the spread of information on the Twitter platform. Our findings support the multi-step and multi-actor model hypothesis. In this framework, influencers (individuals with a significant presence in social media) emerge as new central figures and partially take on the role previously attributed to opinion leaders. However, this does not apply to opinion leaders who adapt and reaffirm their influential position on social media, here defined as opinion-leading influencers. Additionally, we note a substantial number of adopters directly accessing information sources, suggesting a potential decline in influence in both opinion leaders and influencers. Finally, we found distinctions in the diffusion patterns of left-/right-leaning groups, indicating variations in the underlying structure of information dissemination across different ideologies. 

Humanity for centuries has perfected skills of interpersonal interactions and evolved patterns that enable people to detect lies and deceiving behavior of others in face-to-face settings. Unprecedented growth of people’s access to mobile phones and social media raises an important question: How does this new technology influence people’s interactions and support the use of traditional patterns? In this article, we answer this question for homophily-driven patterns in social media. In our previous studies, we found that, on a university campus, changes in student opinions were driven by the desire to hold popular opinions. Here, we demonstrate that the evolution of online platform-wide opinion groups is driven by the same desire. We focus on two social media: Twitter and Parler, on which we tracked the political biases of their users. On Parler, an initially stable group of Right-biased users evolved into a permanent Right-leaning echo chamber dominating weaker, transient groups of members with opposing political biases. In contrast, on Twitter, the initial presence of two large opposing bias groups led to the evolution of a bimodal bias distribution, with a high degree of polarization. We capture the movement of users from the initial to final bias groups during the tracking period. We also show that user choices are influenced by side-effects of homophily. Users entering the platform attempt to find a sufficiently large group whose members hold political biases within the range sufficiently close to their own. If successful, they stabilize their biases and become permanent members of the group. Otherwise, they leave the platform. We believe that the dynamics of users’ behavior uncovered in this article create a foundation for technical solutions supporting social groups on social media and socially aware networks 

Abstract Social media has been transforming political communication dynamics for over a decade. Here using nearly a billion tweets, we analyse the change in Twitter’s news media landscape between the 2016 and 2020 US presidential elections. Using political bias and fact-checking tools, we measure the volume of politically biased content and the number of users propagating such information. We then identify influencers—users with the greatest ability to spread news in the Twitter network. We observe that the fraction of fake and extremely biased content declined between 2016 and 2020. However, results show increasing echo chamber behaviours and latent ideological polarization across the two elections at the user and influencer levels.