Book progress #2

As promised, here is the Power of Context and its attributes to social epidemics. Malcolm Gladwell states that the Power of Context is the idea that epidemics are sensitive to the context, or the time and place in which they occur. In other words, if the context of something is not right it is very likely that the "tipping point" will not occur. An example Gladwell uses to further the significance of the third rule of epidemics is crime in New York City. He introduces the Broken Windows theory and explains that maintaining and monitoring urban environments in a well-ordered condition may stop further vandalism and the increase into more serious crime. In an effort to decrease crime rates and practice the Broken Windows theory, the New York Transit Authority hired George Kelling who then proceeded to establish the theory. The company obliged and hired David Gunn, a subway director who would oversee the subway system. As he "investigated" throughout the city, advocates told Gunn to not worry about the graffiti. In other words, focus more on the larger questions of crime. Perplexed, Gunn insisted he do the opposite. "The graffiti was symbolic of the collapse of the system. When you look at the process of rebuilding the organization and morale, you had to win the battle against graffiti" (142). The city began removing graffiti from subway trains and nabbing fare-beaters one by one. By changing the context of subways, the crime rate declined in New York City.