AOW 16

IRB: Blink

Malcolm Gladwell

Summary:

While the basic premise of Gladwell's book has remained constant through the reading, that our subconscience plays an inexplicable yet critical role in our decision making, he introduced a set of new theories in this part of the book. He started by talking about the idea of a hypothetical "closed door" behind which we may never know what goes on, yet must accept and embrace. He then begins to launch primarily into a vast number of fascinating and very different anecdotes. Ranging from American military tactics to medical doctors to car salesmen, he provides examples that offer new meaning to the theories he put forth earlier in the book.

Analysis:

Much like the format of an essay, Gladwell is now providing details and examples to support his points. Part of the reason his writing is so appealing to a wide audience, which I am sure he hopes to expand as much as possible, is its universal appeal. Just as was stated in An Introduction to Rhetoric, the powers of narration are limitless as it "has the advantage of drawing reader in because everybody loves a good story." In this section, it seems that good stories are Gladwells means of maintaining/piquing interest. In regards to his success in achieving this goal, I would say it did the job. I have remained hooked since the beginning of the novel, despite the fact that I was very interesting in the science behind it and not only the anecdotes.

These stories (so far I have read about 7) serve to add credibility to his claims. While they may not be considered entirely outrageous, they certainly may be difficult to believe wholeheartedly at first read. From a variety of contexts, time periods, and sources he maintains one thing constant: relatablity. His references to problems faced by advertisement branches of corporations involved Coca Cola. His salesman approach was told from the view of a car salesman, a person who almost all readers have had some contact with. It pulls the science down to Earth for those people who may not understand, or feel interested in, the brain, but rather in the applications of this new research. In other words, this section, although rather redundant in its rhetorical devices (a lot a short digressing stories) served to answer the much emphasized question, "so what?"