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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. 

Abstract The ongoing debate surrounding the impact of the Internet Research Agency’s (IRA) social media campaign during the 2016 U.S. presidential election has largely overshadowed the involvement of other actors. Our analysis brings to light a substantial group of suspended Twitter users, outnumbering the IRA user group by a factor of 60, who align with the ideologies of the IRA campaign. Our study demonstrates that this group of suspended Twitter accounts significantly influenced individuals categorized as undecided or weak supporters, potentially with the aim of swaying their opinions, as indicated by Granger causality. 

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.