It is ironic that I am blogging about Malcolm Gladwell’s The Tipping Point today. On my way to botany lab (6:15 on a Wednesday night — who schedules these things?!), a song I hadn’t heard since high school came on my iPod. Back in ’06 (or possibly ’05), a band named Hollywood Undead made it big on Myspace with their brand of rap rock. I think their success on the web eventually landed them a record deal and they got some airtime — I’m not even sure how they sound now as I haven’t followed them since I was a silly little senior with a Myspace.
Regardless, their song “Scene For Dummies” is a crude hit where they poke fun at being cool in the “scene” world: back in ’05, the hipster kids were “scenesters” who had self-cut hair with bad bleach jobs, skinny jeans. They took photos of themselves in the mirror with their T-Mobile Sidekick and started drama on the internet. They all had a Myspace, where they proudly displayed their countless identical mirror photos and their “Top 8.” Â Hearing this today, I just had to laugh — only 5 years have passed since this song’s debut, and that little subculture has become unrecognizable. The scene kids of yesteryear either grew up, mainstreamed and joined Facebook, or traded in their SideKick for an iPhone 4, wiped off some of their ridiculous eyeliner and became ironically cool. I’ll eat my hat if anyone I know still uses Myspace.com for anything other than its music player, and I’m sure the bows and tiger-striped hairdos of the scene days would be social suicide in 2011.
Gladwell might say that Myspace had a stickiness for quite awhile — but as trends are sensitive to the Power of Context, Myspace now practically ceased to exist in the shadows of Facebook and Twitter. But what about these two social media moguls? Perhaps Facebook found itself positively influenced by the Power of Context. Facebook used to be exclusive to college students but opened up to the world shortly after I joined. It began with The Few, and then was catapulted into popularity as Mavens (probably the college students, pushing friends and family to join), Connectors (again, college students) and Salesmen advocated it. Facebook became a phenomenon in a world that was used to broadcasting their personal lives on Myspace, and thus wasn’t too rattled when Facebook began to incorporate its invasive applications onto peoples’ profiles. Facebook was a time sensitive — if Facebook debuted in 2001, I doubt it would still be around today. Back then, parents warned their children against revealing their identities online. Today, everyone has a Facebook, a Twitter, a Tumblr/Wordpress/Blogger, and a LinkedIn, and not only reveal their identity to the Internet world, but reveal THEIR EVERY MOVE. The so-called “internet stalkers” that apparently haunted AOL chat rooms in the early 2000’s would have had a field day with applications like Four Square (that shows the world EXACTLY where you are) and public Facebook albums. But realistically, this stuff wouldn’t have flown in a society that feared revealing their real A/S/L on AOL Instant Messenger — it’s all about THE POWER OF CONTEXT.
But I digress. The Tipping Point reminded me of Don’t Make Me Think in that it made a science out of something I didn’t know HAD a science. Gladwell’s book talks about how trends become big in society — and why some ideas fail and others prevail. Gladwell says all trends must begin with a small group — what he calls The Law of the Few. Â Any outbreak, whether it’s tight jeans or HIV, can be traced this way — Gladwell even mentions that STD epidemics can be traced back to a few super infectors (Gladwell’s kid-friendly word for “slut?”) who gave the disease to dozens of others, who then passed it on, etc. Trends require Connectors, Mavens, and Salesmen to spread and market the idea.
But that’s not all. A trend must have Stickiness to take hold — a quality that makes the trend “stick” in the minds of the public. Ironically, Stickiness often contradicts what is assumed or accepted by society. I liked this concept — it put in to words what I’ve noticed about many trends. “Off kilter” things often become cool, like those terribly trendy oversized “nerd” glasses and sweater vests because it’s HIP TO BE SQUARE. Gladwell, however, uses Blue’s Clues & Sesame Street.

SO TRENDY.
Finally, as I referred to in my Facebook rant, the Power of Context plays a big role in a trend’s success. Context can be anything from timing to the make-up of the “Few” group to what is currently trending. I personally liked his use of the Divine Secrets of the Ya Ya Sisterhood, a book that began as a cult hit among middle-aged housewives and blossomed into a New York Times bestseller & movie. This was one of my favorite books in high school (as was it’s prequel, Little Altars Everywhere) and I had no idea the roots of it all.
My favorite chapter of all, however, was the chapter on suicide and cigarette smoking. I suppose it makes sense that teenagers are genetically inclined to engage in romanticized and “dangerous” behavior like cigarette smoking and self-mutilation — and to emulate others. Perhaps this is because we are the crossroads between adulthood and childhood and are looking for “guides” and thus emulate the people around us? Teenagers are trying new things — one week a thirteen year old will be a “punk rock” and the next week, decided being “preppy” is in — in fact, they, if anything, are the ultimate test “cool” — if something can penetrate their masses for more than a few weeks, it’s Stickiness is high. If you think Gladwell is just exaggerating teenage angst, try looking through your middle school photos.
This being said, Gladwell said perhaps the most important thing in his book — that society shouldn’t freak out about teenagers experimenting — it’s inevitable, and as long as its infrequent, it’s fine. I want to go into drug policy “when I grow up,” and I firmly believe this is the stance society should take on harmless but often persecuted drugs. Experimentation is normal and healthy — it’s the use of dangerous and addictive substances that is really posing a problem to our youth. 7 people a day aren’t dying in Florida from smoking marijuana, they’re shooting up Oxycontin and never waking up.
All and all, I enjoyed this book. If anything, I’m going to look at trends differently!