Last, a simple two-step model does not sufficiently capture the various flows of communication between influencers (dubbed *proximal mass opinion leaders*/ProMOLs), their audiences, and other actors in the public sphere. We illustrate the multiple layers of ProMOLs’ impact in the visual model below.

In this pub, we address the need to revisit the opinion leader (OL) concept in a media environment characterized by high actor diversity and converging forms of communication. We introduce a novel OL typology, building on two dimensions: OLs’ level of personalized communication and status tier.