I started flipping through Malcolm Gladwell’s bestselling book The Tipping Point the other day. In the book, Gladwell explores the idea that all popular trends essentially behave like epidemics, and a slight change in external factors can cause a trend, like an epidemic, to “tip” and then become ubiquitous. He describes how word of mouth is an important part of why this occurs, and also how some initial shift of circumstances begins the process. I quickly realized that I see this phenomenon occurring constantly at the bookstore. The recommend shelf phenomenon that I described a few days ago is an example of this. An intitial shift occurs when I read a book and enjoy it and then pull it from its spot tucked away on the shelf. Once I have displayed it prominently on the recommended shelf, the second part of the phenomenon takes over, word of mouth. Soon, a book that was sitting, forlorn, in a tucked away corner of the store, is selling briskly and you overhear people in the aisles talking about it. Earlier, I spoke about this recommended book phenomenon somwhat disdainfully, but when viewed this way, as a shifting of initial circumstances playing out over time, like Stephen Wolfram’s cellular automata in A New Kind of Science, it is more a fascinating piece of science than indictive of society’s lemming-like tendencies.
Addenda Pt. 2
My good and old friend Hot Face emailed me with some addenda and additions to yeasterdays post about upcoming books. The new David Foster Wallace collection is tentatively called Oblivion and will come out in March of 2004. Prior to that, in October, he has a new non-fiction book coming out, Everything and More: A Compact History of Infinity. He also mentioned that Stuart Dybek has a new book coming out in November called I Sailed with Magellan. Dybek has long been highly regarded as a short story writer (here’s one called Ant), but this new book is a novel.