The one-step flow of communication (Record no. 21494)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01530naa a2200193uu 4500 |
| 001 - CONTROL NUMBER | |
| control field | 7011020002221 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190211162225.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 070110s2006 xx ||||gr |0|| 0 eng d |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) | |
| Koha Dewey Subclass [OBSOLETE] | PHL2MARC21 1.1 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | BENNETT, W. Lance |
| 9 (RLIN) | 18089 |
| 245 10 - TITLE STATEMENT | |
| Title | The one-step flow of communication |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Thousand Oaks : |
| Name of publisher, distributor, etc. | SAGE, |
| Date of publication, distribution, etc. | November 2006 |
| 520 3# - SUMMARY, ETC. | |
| Summary, etc. | 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 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | MANHEIM, Jarol B |
| 9 (RLIN) | 29996 |
| 773 08 - HOST ITEM ENTRY | |
| Title | The Annals of The American Academy of Political and Social Science |
| Related parts | 608, p. 213-232 |
| Place, publisher, and date of publication | Thousand Oaks : SAGE, November 2006 |
| International Standard Serial Number | ISSN 00027162 |
| Record control number | |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Periódico |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | 20070110 |
| Operator's initials, OID (RLIN) | 2000^b |
| Cataloger's initials, CIN (RLIN) | Natália |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | 20100715 |
| Operator's initials, OID (RLIN) | 1510^b |
| Cataloger's initials, CIN (RLIN) | Daiane |
No items available.
