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DOI:10.1177/0002716206292266 - Corpus ID: 143812403
@article{Bennett2006TheOF, 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}, year={2006}, volume={608}, pages={213 - 232}, url={https://api.semanticscholar.org/CorpusID:143812403}}- W. L. Bennett, Jarol B. Manheim
- Published 1 November 2006
- Sociology
- The Annals of the American Academy of Political and Social Science
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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