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The ANNALS of the American Academy of Political and Social Science
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The One-Step Flow of Communication

W. Lance Bennett

University of Washington

Jarol B. Manheim

George Washington University

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.

Key Words: one-step flow • two-step flow • strategic communication • campaign • social networks • targeting • narrowcasting • data mining • persuasion • public information

The ANNALS of the American Academy of Political and Social Science, Vol. 608, No. 1, 213-232 (2006)
DOI: 10.1177/0002716206292266
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N. Couldry and T. Markham
Public Connection through Media Consumption: Between Oversocialization and De-Socialization?
The ANNALS of the American Academy of Political and Social Science, November 1, 2006; 608(1): 251 - 269.
[Abstract] [PDF]