The one-step flow of communication

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.