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The
Tipping Point by Malcolm Gladwell, 2000.
Review
by Karen Hart
The phrase “"tipping point"” has been invoked by Republicans and Democrats to extrapolate trends from the day's headlines. Neocons insist we’re reaching the tipping point in the Middle East, where “freedom is on the march” and Iraqi elections supposedly embolden Eqyptians and Lebanese. Progressives insist the drip-drip of coalition casualties and lobbyist scandals are building into a wave of anti-Administration anger that will throw the bastards out in ’06.
Douglas County’s own Paul Revere, Bill Winter, has been circulating copies of The Tipping Point since January’s coronation, convinced there’s a progressive playbook buried in this sociological study. Malcolm Gladwell analyzed the catalysts behind marketing triumphs such as Hush Puppies (whose sales jumped from 30,000 pairs in 1993 to 2 million in 1994) and New York’s dramatic crime reduction in the 1990s. Likening both to contagious diseases, Gladwell explains the importance of the messengers in “infecting” the general population. His Law of the Few credits three types of contributors with an epidemic’s success: Connectors, who bring the right people together through their extensive social networks; Mavens, whose expert reputations magnify the impact of their informed advice; and Salesmen, who amplify the message with their charisma and powers of persuasion.
The second key to contagion lies in the “stickiness” of ideas to catch on, eventually reaching critical mass because of their initial appeal and robust resonance. The Cons’ misleading campaign against the “death tax” exemplifies this concept, gaining traction with a fear-based, seemingly universal “threat” to family farms and small businesses. Our challenge as Progressives is to distill complicated policies into straightforward solutions and personal appeals to action.
The third component of social epidemics is the Power of Context, by which minor changes in the environment (such as erasing subway graffiti) create ripple effects; slashing violent crimes in New York’s case. Since appearances matters, Democrats can magnify the effect of our actions with publicity and visibility. Words matter, but pictures and symbols can cut through the clutter. U and R voters suffering from red remorse may jump on the blue bandwagon if they see enough bracelets and bumper stickers to create the makings of a movement. Once the din of dissent drowns out/overcomes the right-wing shrills, we’ll have the momentum to enlighten the electorate.
The challenge, of course, is reaching that critical mass where acceptance accelerates into a Watergate-style watershed. The hope in these “social epidemics” is the power of minor changes to tip the balance. In our small Democratic community, we can all play a role in infecting our neighbors and emboldening them to join their voices with ours.
Connectors need to open their rolodexes and work their social circles to bring the right people together. Mavens can hone their political knowledge and educate the masses, filtering out the clutter with localized appeals. Salesmen can evangelize the faithful to overcome their inertia, and spread the message beyond the Party’s core. While packaging and promotion are critical to a movement’s success, a handful of inspired apostles can change the course of history. Time to tip!