Contemporary one-step flow More recently, the use of big data analytics to identify user preferences and to send tailor-made messages to individuals led back to the idea of a "one-step flow of communication", which is in principle similar to the hypodermic needle model. Bennett, W. L., Manheim, J. B. (2006). The One-Step Flow of Communication. The Annals of the American Academy of Political and Social Science, 608(1), 213–232. URL The difference is that today's massive databases allow for the mass customization of messages. So it is not one generic mass media message, but many individualized messages, coordinated by a massive algorithm. For example, empirical studies have found that in Twitter networks, traditional mass media outlets receive 80–90\% of their Twitter mentions directly through a direct one-step flow from average Twitter users. Hilbert, M., Vasquez, J., Halpern, D., Valenzuela, S., Arriagada, E. (2016). One Step, Two Step, Network Step? Complementary Perspectives on Communication Flows in Twittered Citizen Protests. Social Science Computer Review. Freely available at URL However, these same studies also argue that there is a multitude of step-flow models at work in today's digital communication landscape. Choi, S. (2014). The Two-Step Flow of Communication in Twitter-Based Public Forums. Social Science Computer Review, 0894439314556599. Stansberry, K. (2012). One-step, two-step, or multi-step flow: the role of influencers in information processing and dissemination in online, interest-based publics. PhD Dissertation presented to the School of Journalism and Communication, University of Oregon.
Contemporary one-step flow More recently, the use of big data analytics to identify user preferences and to send tailor-made messages to individuals led back to the idea of a "one-step flow of communication", which is in principle similar to the hypodermic needle model. The difference is that today's massive databases allow for the mass customization of messages. So it is not one generic mass media message, but many individualized messages, coordinated by a massive algorithm. For example, empirical studies have found that in Twitter networks, traditional mass media outlets receive 80–90\% of their Twitter mentions directly through a direct one-step flow from average Twitter users. However, these same studies also argue that there is a multitude of step-flow models at work in today's digital communication landscape. Stansberry, K. (2012). One-step, two-step, or multi-step flow: the role of influencers in information processing and dissemination in online, interest-based publics. PhD Dissertation presented to the School of Journalism and Communication, University of Oregon.
D
Bennett, W. L.,
R
Manheim, J. B. (2006). The One-Step Flow of Communication. The Annals of the American Academy of Political and Social Science, 608(1), 213–232. URL The
The
D
Hilbert, M., Vasquez, J., Halpern, D., Valenzuela, S.,
D
Arriagada, E. (2016). One Step, Two Step, Network Step? Complementary Perspectives on Communication Flows in Twittered Citizen Protests. Social Science Computer Review. Freely available at URL
D
Choi, S. (2014). The Two-Step Flow of Communication in Twitter-Based Public Forums. Social Science Computer Review, 0894439314556599.