Israel Umoh
”The 21st century is driven by technology, just as the world has become a global village. But the access to numerous tools, including that hand-held device, I believe, made President Barack Obama to advise that “Reading is important. If you know how to read, then the whole world opens to you.”
He read from THE TIPPING POINT by Malcolm Gladwell. ”I first read this book seventeen years ago and it opened my eyes to how little things can make a big difference. One of the book reviewers, Barry Glassner of the Los Angeles Times, wrote: “With passion and eloquence, Gladwell argues for the proposition that minor operations, carefully conceived and adeptly enacted, can produce major consequences for individuals, organizations, and communities.”
The book attempts to answer why some ideas, behaviours or products start epidemics (think of the COVID-19 virus), and others don’t. It encourages us that our thoughts, products, messages, and behaviours could spread like viruses if three agents are present: The Law of the Few, The Stickiness Factor, and The Power of Context.
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The ex-ExxonMobil Vice Chairman declared ”Word-of-mouth appeals are still impactful today and can create an epidemic. It could be positive or negative. And is also predicated on who is carrying the message. In the case of the American Revolution, there were two messengers: Paul Revere and William Dawes.
”Paul was more successful in passing on his statement and mobilising the people because, according to Malcolm, he had the characteristics of a Connector, Maven, or Salesman. In short, he was more believable.
”What type of messenger are you? Are you vital in spreading useful information? Are you trustworthy? Are you believable?” he queried.
On purpose of Uyo Book Club, he recalled ‘’Fifteen years ago, when we set up the Inoyo Toro Foundation, it was in the realization that our students were not doing well in public examinations. But rather than focus on students, we targeted teachers in the belief that if teachers were happy, their commitment to teaching excellence would impact the students. And we were proven right.
Even at a personal level, it is important to remember that there is a simple way to present yourself and your message. Your ideas must be memorable and actionable, and irresistible in the right circumstances.
Relating on the Power of Context, he said ”While it is true that epidemics are sensitive to the conditions and circumstances of the times and places in which they occur, the lesson of the power of context is that we are more than just sensitive to changes in context. ‘We’re exquisitely sensitive to them’ and there could be ‘something else’ that must not be ignored. The author explained this by using the theory of The Broken Windows as espoused by Criminologists James Wilson and George Kelling).
”If a window is broken and left unrepaired, people walking by will conclude that no one cares and is in charge. And soon more windows will be broken.’’
From pages 140-142, he narrated the lesion learnt thus ”Given the events in our country: endemic corruption, crippling poverty, unemployment, absence of social services, banditry, kidnapping, cultism, drug addiction, etc., we should critically think ‘outside the box’ but bespoke solutions.
We should reflect on the conditions and circumstances enabling these and our respective roles in cementing them. We must stop the finger-pointing if we are to rebuild a viable society.”
”Malcolm, in this book, reminds us of how the Methodist movement became epidemic in England and North America in the 1780s. While the founder, John Wesley, was not the most charismatic preacher of his era, he nevertheless realized that if you wanted to bring about a fundamental change in people’s beliefs and behaviour, you needed to create a community around them where those beliefs could be practiced and expressed and nurtured (p.173).
”I, therefore, recommend that officials of the Uyo book club read this and similar books that will enable them to come up with ideas on how to enable the spread of the epidemic of reading in Akwa Ibom State. Given that we are primarily influenced by our surroundings, our immediate context, and the personalities around us, you must reappraise how you access new readers.
”Adopting John Wesley’s methods is a good starting point, but given technological advancement, you must be more creative and innovative. Writers, publishers, and anyone interested in literacy should be encouraged to set up groups in churches, schools, and neighbourhoods and participate in the club,” he concluded.
Earlier, Ini Iteh an author had hammered on what is called Ekong nke in Akwa Ibom dialect.
At the end of the thrilling 2022 World Book/Copyright Day in Uyo, Apostolic Faith Secondary School, Ikot Enwang in Ikot Ekpene Local Government Area carted home the maiden Uyo Book Club Quiz Competition cup while other participating schools got consolation prizes.
Concluded
