000			01530naa a2200193uu 4500
001			7011020002221
003			OSt
005			20190211162225.0
008			070110s2006 xx ||||gr |0|| 0 eng d
100	1		_aBENNETT, W. Lance _918089
245	1	0	_aThe one-step flow of communication
260			_aThousand Oaks : _bSAGE, _cNovember 2006
520	3		_aThis 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		_aMANHEIM, Jarol B _929996
773	0	8	_tThe Annals of The American Academy of Political and Social Science _g608, p. 213-232 _dThousand Oaks : SAGE, November 2006 _xISSN 00027162 _w
942			_cS
998			_a20070110 _b2000^b _cNatália
998			_a20100715 _b1510^b _cDaiane
999			_aConvertido do Formato PHL _bPHL2MARC21 1.1 _c21494 _d21494
041			_aeng