图书标签: 英文原版 社会科学 传播 社会学 心理学 business 流行 文化
发表于2024-05-25
The Tipping Point pdf epub mobi txt 电子书 下载 2024
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.
For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.
Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan, Amazon.com
Malcolm Gladwell is a former business and science writer at the Washington Post. He is currently a staff writer for The New Yorker.
: C912.6/G543
评分对一个做营销的人来说挺有应用意义的。感觉书前半部分写得不错,后半部分就是把前半部分讲的东西颠过来倒过出重复讲。。。
评分十多年前的商务销售理论指南,其中一些原理还是有用的,但不得不说今日网络的飞速发展已经带来了巨大的不同和挑战。
评分浅显易读,非小说类畅销书典范。
评分小众到大众引爆传播三要素:1. 少数关键意见初始人群 2. 事件或信息本身的粘度和易传播性3. 传播的背景和大环境。 微博时代有意义,但现在时代似乎进化到微信私密社交时代,仍适用,但挑战更大。
1.流行三要素:传播行为、传播物本身、传播物发挥作用的环境。 2.个别人物法则(Law of the Few):三种关键角色联系员、内行、销售员。联系员维系着大规模的弱联系,是小世界中的社交经纪,他们不会回避对于社交关系的义务,在维持简单、随意、广泛的社交中获得快乐;内行会主...
评分引爆点-Malcolm Gladwell 这本书结构看起来很简单,典型的德国哲学家黑格尔"三段式",即“认为一切发展都经历三个阶段,即发展的起点(正题),对立面的显现(反题),对立面的统一(合题)。反题否定正题,合题否定反题,合题是否定之否定。黑格尔把三段式作为论证其客观...
评分试着将引爆点的理论套用在微博传播中,大致可以分为: 一、个别人物法则 1、联系员:那些人脉广、“粉丝”数量多的人; 2、内行:加V的名人,网络意见领袖,具有号召力的人 3、推销员:微博活跃用户,疯狂刷屏的人,愿意转发分享信息的人 二、附着力法则: 微博内容要有吸引力...
评分 评分《引爆流行》中的“个别人物法则”、“附着力因素法则”、“环境威力法则”很好地解释了流行潮发生的原因。 我尝试着用这三个法则分析了一下“超女”的流行: 个别人物法则:通过组织“超女”们的fans,使“超女”成为联系员。 附着力因素法则(事物传递的信息):用PK、女...
The Tipping Point pdf epub mobi txt 电子书 下载 2024