The One-Step Flow of Communication

  title={The One-Step Flow of Communication},
  author={W. Lance Bennett and Jarol B. Manheim},
  journal={The Annals of the American Academy of Political and Social Science},
  pages={213 - 232}
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… 

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