Course Hero. "The Tipping Point Study Guide." Course Hero. 15 Nov. 2017. Web. 19 Aug. 2018. <https://www.coursehero.com/lit/The-Tipping-Point/>.
Course Hero. (2017, November 15). The Tipping Point Study Guide. In Course Hero. Retrieved August 19, 2018, from https://www.coursehero.com/lit/The-Tipping-Point/
(Course Hero, 2017)
Course Hero. "The Tipping Point Study Guide." November 15, 2017. Accessed August 19, 2018. https://www.coursehero.com/lit/The-Tipping-Point/.
Course Hero, "The Tipping Point Study Guide," November 15, 2017, accessed August 19, 2018, https://www.coursehero.com/lit/The-Tipping-Point/.
The Tipping Point |
Chapter 3 : The Stickiness Factor: Sesame Street, Blue's Clues, and the Educational Virus | Summary
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Gladwell examines children's television programming as an example of how creators tweak an idea to make it "stick" in audience members' minds.
Sesame Street cofounder Joan Gantz Cooney (whose middle name is correctly spelled Ganz, though it appears as Gantz in the book) wanted to spread literacy to preschool-age children in the late 1960s through television.
The challenge was to make the passive medium of television interactive and involved.
Small changes worked for other information campaigns in surprising ways. Director Lester Wunderman introduced a tiny reader participation element—a gold box treasure hunt— which "tipped" a record sales campaign. Researchers at Yale, similarly, made tetanus shot statistics "practical and personal" for students by giving them a map to the health center.
Seeking its own "tipping point," Sesame Street researchers realized children pay attention to information they understand. They still weren't sure, however, what helped children retain the educational lessons.
Blue's Clues, a simpler children's show created in the 1990s, lacked Sesame Street's cleverness but became much more popular and effective.
Researchers learned children need narrative and predictability. So Blue's Clues used repetition and presented a story for children to follow. Viewers also got to participate in solving a puzzle.
Gladwell observes the creators didn't alter content to find the "stickiness factor" but made small adjustments to their presentation.