The One-Step Flow of Communication (2024)

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Abstract

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.

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1. Harik, Iliya F., 1971."Opinion Leaders and the Mass Media in Rural Egypt: A Reconsideration of the Two-Step Flow of Communications Hypothesis,"American Political Science Review, Cambridge University Press, vol. 65(3), pages 731-740, September.

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1. Jae Yeon Kim & Jaeung Sim & Daegon Cho, 2023."Identity and Status: When Counterspeech Increases Hate Speech Reporting and Why,"Information Systems Frontiers, Springer, vol. 25(5), pages 1683-1694, October.
2. Jun Pang & Angela Xia Liu & Peter N. Golder, 2022."Critics’ conformity to consumers in movie evaluation,"Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 864-887, July.
3. Giacomo Manetti & Carmela Nitti & Marco Bellucci, 2022. "The accountability of Search and Rescue NGOs,"Working Papers - Business wp2022_02.rdf, Universita' degli Studi di Firenze, Dipartimento di Scienze per l'Economia e l'Impresa.
4. Sangmi Chai & Bomi Choi & Minkyun Kim & T. C. E. Cheng, 2023."Why do people speak about products online? The role of opinion leadership,"Information Technology and Management, Springer, vol. 24(1), pages 1-17, March.
5. Brian Hughes & Cynthia Miller-Idriss & Rachael Piltch-Loeb & Beth Goldberg & Kesa White & Meili Criezis & Elena Savoia, 2021."Development of a Codebook of Online Anti-Vaccination Rhetoric to Manage COVID-19 Vaccine Misinformation,"IJERPH, MDPI, vol. 18(14), pages 1-18, July.
6. Nick Couldry & Tim Markham, 2006."Public Connection through Media Consumption: Between Oversocialization and De-Socialization?,"The ANNALS of the American Academy of Political and Social Science, , vol. 608(1), pages 251-269, November.

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Keywords

one-step flow; two-step flow; strategic communication; campaign; social networks; targeting; narrowcasting; data mining; persuasion; public information;
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