the Stickiness Factor

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Analysis of an American epidemic: Blackness



By Donald Allen

Contributing Writer


According to author Malcolm Gladwell, the philosophy on an epidemic is based on three rules: “The Law of the Few, the Stickiness Factor, the Power of Context.” Gladwell contends that these rules offer a way of making sense of epidemics. The Law of the Few is a law about the structure of our social network and how messages are passed through word of mouth. The Stickiness Factor is a law about the actual informational content and packaging of a message. The Power of Context is a rule about the environment in which a message spreads. The American epidemic is Blackness. Continue Reading →

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