The One-Step Flow of Communication
Bibliographic Data
| ID | 9764870 |
|---|---|
| Authors | W L Bennett (0000-0002-1004-212X, University of Washington, corresponding author), Jarol B Manheim (George Washington University) |
| Year | 2006 |
| Volume | 608 |
| Issue | 1 |
| Pages | 213-232 |
| Publication date | 2006-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | The Annals of the American Academy of Political and Social Science (JOURNAL) |
| Journal identifiers | ISSN: 0002-7162 • E-ISSN: 1552-3349 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/0002716206292266 |
| OpenAlex | W2007040657 |
| Language | EN |
| Citations received | 105 |
| References cited | 59 |
This analysis explores the transformation of public communication in the United States from a two-step flow of messages passing from mass media through a social mediation process, to a one-step flow involving the refined targeting of messages directly to individuals. This one-step flow reflects both a transformation in communication technologies and fundamental changes in the relations between individuals and society. Opinion leaders who played a pivotal role in the two step paradigm are increasingly less likely to “lead” because they are more likely to reinforce latent opinions than to reframe them. And because the mass media in the one-step flow are increasingly fragmented and differentiated, they contribute to the individualizing process through shrinking audiences, demographically driven programming, and transmitting targeted political advertising and news spin
Advertising · Business · Cognitive reframing · Flow (mathematics · Mass communication · Mass media · Mediation · Political science · Politics · Process (computing · Public opinion · Public relations · Social media · Sociology · Computer Science · Law · Media Studies and Communication · Opinion Dynamics and Social Influence · Psychology · Social Media and Politics · Social Psychology
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| Unique citing works | 105 |
|---|---|
| Citations per year | 0,95 |
| Citation span | 1916 - 2026 (111) |
| Citation velocity | current |
| Highly cited | Yes |
| Citation types | Neutral: 103 |