By Malcolm Gladwell
Born on September 3, 1963 Grew up in rural Ontario, British Columbia Lives in New York City Works for New York Magazine since 1996 Worked for The Washington Post ( ) One of Time Magazine’s 100 Most Influential People (2005)
“The name given to that one dramatic moment in an epidemic when everything can change all at once is the Tipping Point” -Malcolm Gladwell Social “Epidemics” Gladwell asserts many ideas, products, messages, and behaviors we find in society can be characterized by their rapid, exponential spread through our population, a counter intuitive notion. 3 Agents of Change: the Law of the Few: social connections and functions the Stickiness Factor: idea packaging the Power of Context: our sensitivity to our environment
The structure of our social networks How epidemics are spread through word of mouth The counter intuitive notion that a few people are truly responsible for the spread of information. Connectors, Mavens, Salesmen
Who are they? People with a special ability for bringing other people together. Extraordinary knack for making friends and (most importantly) acquaintances. They simply “know” more people. They have an instinct that helps them relate to the people they meet. They tend to see the best in everyone. Why are they important for spreading a message? They are connected to multiple different satellite groups of friends, not just one group. In the distribution of new information or ideas, acquaintances are always more important than friends because they occupy a different world. Connectors have the ability to spread information from one social world to another. They are masters of the “weak tie” relationship (acquaintances).
Who are they? In essence, Teachers! Experts who want to educate and help spread knowledge Data banks: the best bank, the best deal, etc. They have researched the options. Why are they important for spreading a message? Mavens are reliable sources of information (ex: Zagat restaurant guide) The accuracy and reliability ensures that more people will actually take their advice A Connector may recommend a restaurant to 10 people, of which 5 will try it while a Maven may only suggest a restaurant to 5 people, although all 5 will take the advice
Who are they? Persuasive and charismatic Clear, rational, coherent Natural ability for rhythmic and harmonious conversational patterns which allow the person to establish rapport Known as “senders” by psychologists., as emotions are contagious. (studies show that emotional expressions like frowning or smiling can go from the outside-in even if we conceive them from the inside out). Why are they important for spreading a message? They are influential They are able to read their recipient and “infect” them with their understanding making “it” relevant to them
Can you name a Connector? Maven? Saleman?
What is it? A product or idea must be good to stick, no matter who is spreading the word. Research allows stickiness to be enhanced and systematically engineered. Use research based data to fine-tune the format and material to affect the stickiness of a product. Sesame Street If you can hold kids attention, you can educate them Research: when did kids pay attention to TV vs. play: kids watch TV when they understand and look away when they are confused. Also examined types of scenes, length, etc. Separating fantasy and reality was changed right before the show aired. Blues Clues: Simplify show content Mutual exclusivity of possible word meaning for language learning Active involvement
What is it? Seemingly small changes in the context of a message can determine whether or not it tips. The geographical location or timeliness of a message delivery can affect its success. Fundamental Attribution Error Broken Window Theory Crime is an inevitable result of disorder William Bratton transit athority Criminal behavior is a function of social context Criminals are acutely sensitive to their environment Gore-Tex The rule of 150
How does the law of few affect your classroom? Can it be harnessed to more powerfully spread messages? How does the packaging of a lesson (technology, theme, lesson plans) affect whether or not the students buy into it? How does the context (grading system, bureaucracy, educational conditioning, school climate and culture, etc.) affect student learning? What would Illich say about this?