The Tipping Point

     The Tipping Point, by Malcolm Gladwell is truly fascinating. Through school we learn about epidemics, such as the Black Death. Through life we see trends come and go, such the toy craze of Beanie Babies or fashion styles like the outrageous clothing of the 80’s. I think we all assume that trends and epidemics result from a mass movement, or we never think about their initial occurrence.  Gladwell, in The Tipping Point, discusses the beginning of ideas, trends, and behaviors that spread worldwide.  What I found most interesting in this book was Gladwell’s discussion of the causes of the syphilis epidemic in Baltimore in the mid-90’s, the discussion of how television became educational through “the stickiness factor”, and the case study researching teen suicide in Micronesia.

     In the first chapter Gladwell discusses the Syphilis epidemic in Baltimore in 1996. What I find interesting are the three very different theories he examines while trying to determine what caused the exponential increase in carriers of the disease.The first theory was produced by the Center for Disease Control. This theory claimed that an influx of the use of cocaine was the cause of the Syphilis epidemic because drugs, like cocaine, lead to illicit behavior. A second theory was presented by John Zenilman, who claimed the rapid spreading of Syphilis was caused by breakdowns and budget cuts to medical centers in the poorest neighborhoods. John Potterat presents the third theory. Potterat claims the epidemic began as a result of the demolition of two huge high-rises that housed 100s of families and also served as centers for crime and disease. What I find fascinating is that, as Gladwell points out, none of these theories are dramatic; in fact all three are very subtle in nature. I find it very interesting that something so deadly and quickly spreading can result from a minor change in the behavior or conditions of a few residents.

     Sesame Street is a childhood favorite for many in my generation. We grew up loving Big Bird, the cookie monster, and all the while being educated. I think it is interesting that Gladwell points out that Sesame Street was engineered around one insight, “if you can hold the attention of children, you can educate them”. While this does seem obvious, Gladwell goes on to explain that it is not. He points out that researchers discovered that children actually do not simply stare at the Television screen; instead, they divide their attention between multiple things at one time.  Their breakthrough discovery was that children watch TV when they understand and look away when they are confused.  This breakthrough provided the “stickiness factor” for Sesame Street. The “stickiness” was enhanced through distraction testing done at Harvard. For instance, in one study researchers concluded that Oscar the character was “sticky” but the lesson he was teaching was not because Oscar was distracting the children from learning.  After much research and trials producers of Sesame Street finally found a perfect balance and Sesame Street, as well as its lessons, stuck.

     Finally, I found the case study on suicide in Micronesia to be fascinating and morbid. Suicide is such an uncommon thing here in America and is severely frowned upon. It is often even associated with mental disorders or extreme depression. But, as the study points out, suicide in Micronesia is a very common practice among teenage boys, as there are 160 people who commit suicide per every 100,000. It is also rare because suicide in Micronesia can be set off by something as simple as not receiving a few extra dollars from parents or seeing their girlfriend with another boy. What is also unnerving is the idea that in Micronesia children often imitate suicides at ages as young as five years old. Gladwell points out that based on suicide research, in some places committing suicide can be contagious.  David Phillips, a sociologist, explains that this contagion is not like a disease or in any way rational, it is more like imitation, imitating a person who provided permission to perform some kind of deviant act.