The master of hand-waving
Has Malcolm Gladwell become a parody of himself? It's as if there's a Gladwell machine out there, accepting multiple inputs and spitting out some theory that manages to glue them all together, however awkwardly. Everywhere I look, he's constructing on-the-fly analysis for why things are the way they are, the why always couched in some public misapprehension of a problem and his jaunty strolls through low/high culture to debunk it. People think it's like this, but really, it's like this! That subversion of our common sense beliefs is the core of his appeal -- his answers, seemingly so logical and matter-of-fact, are the perfect turnabout. It tickles people's fancy, discovering these hidden secrets behind our assumptions. He takes some issue and re-focuses it, revealing its real nature, shows how there's some underlying structure that connects it to, well, just about everything. And that's the crux of the problem.
Gladwell is a pat analyzer, at least in the design of his New Yorker articles and two immensely popular books, Blink and The Tipping Point. He's "the explainer", the guy who takes unrelated concepts and by induction, attempts to connect them under a single unifying principle -- or at least, that's what he appears to be. You see it here, most recently, where in a talk about prodigies, late bloomers and the finicky timing of creativity he gave at Columbia University, he draws together Fleetwood Mac, Picasso, hybrid engines and new drug discovery as data points joined by his thesis. As he begins his speech, he makes light of the topic of Fleetwood Mac as if it's some arbitrary selection, but in fact it's completely calculated. What he does is the exact opposite of induction: he develops an overarching thesis (pretty typically, derived from someone else's work) that applies in a particular area -- in this case, the idea that there are two groups of creative people, those that excel early and those that come to their peak late -- and then applies it to everything, even things to which it fits quite badly. He analogizes the Japanese who developed the commercially-viable hybrid engine, in one hand-waving swoop, to Paul Cézanne, the French painter, whom he describes as a creative meanderer that didn't start off with a master plan of where he wanted to go but arrived at an end result in the act of painting his art. This, according to Gladwell, is how Japanese car companies developed the hybrid engine. Huh? American car companies, he claims, are like the visionary prodigies who have the entire plan mapped out beforehand. He claims that the muscle car, SUV and minivan were products of this bold and sudden creative agency. Double huh?
In another example, he argues that the concept of our high schools is flawed because it's possible that some mediocre high school students are actually just late bloomers -- not much of a bolt of original thinking there, but even still, what is he trying to get at? Is there some kind of litmus test for determining whether or not a high school student might have some future talent that hasn't yet been expressed? And if so, so what? Unexpressed potential has to basically find its own way to manifest itself and it's not clear at all how you could modify the school system to support legions of people with unexpressed potential. Gladwell acts as if the impatience for results is a new thing, that we're in some kind of era that celebrates fast and easy, but it's not clear to me that there is such a cultural shift. Cézanne lived for much of his life on an inheritance from his father and was not particularly celebrated in his lifetime -- where was the attempt to support this wellspring of potential? The fact is, Cezanne sought out the painter's life, because he was drawn to it and worked to develop his potential. His other main example of late-breaking creativity, Fleetwood Mac, scored their hit Rumours sixteen albums in. Using this as his example of how things used to be done and how we're moving towards a culture of instant results, he makes a broad assumption that all record companies acted like this at the time, and that record companies now all adhere to the instant-hit template for deciding the merit of their musicians. I think it's fair to say that he cherry-picks his examples, something I'll get to in a bit.
It's interesting to look at the discursive style of his writing in the light of another writer: Stephen Jay Gould. Gould was another immensely popular, rambling kind of writer, whose essays for the general public would begin on one distant topic and in a sequence of seemingly unrelated segues and digressions, somehow arrive at the real meat of the essay, the central point. Sound familiar? Aside from the purplish writing of Gould versus Gladwell's pithiness, the major difference between Gould and Gladwell, is that Gould was trained as a scientist. He was a paleontologist by profession and brought the requisite empiricism to his writing -- much of it was based on his own scientific work. He was presenting, to a popular audience, work he had done himself or knew intimately -- mostly related to evolution and natural selection. This isn't the case with Gladwell, who immerses himself in an area if he feels it might somehow support his conclusions, who uses the journalistic technique of finding supporting anecdotes to fill out the body of his pieces, even if the link is tenuous. Google is Gladwell's muse. (Is this a manifestation of a web-inspired taxonomy brought to the book format? The logical jumps from one realm to another, seemingly unrelated -- not unlike the fragmented information gathering process of hyperlinks. One second you're reading fark.com and the next you're on the New York Times website.)
The thing about Gladwell is that he has now vastly increased the popularity of other writers who would seek to do the same kind of explaining, and rarely are they any better, although they seem to multiply every day. One of them that comes immediately to mind is Steven Johnson, the ex-editor of Feed magazine and author of Everything Bad Is Good For You. The central premise of his book is that much of the media that we currently consume which we generally assume to be fluffy or intellectually unstimulating, is actually complex in a way that older forms of that media are not. He makes a notable comparison of the television show The Sopranos to an older series, Dragnet. In the former, the show's multiple overlapping storylines, legion of characters and relative narrative subtlety are contrasted with the latter's simplistic structure and single plot. Now, if it's not immediately obvious, this complex new structure of television has been around for quite a while -- in the form of soap opera. Hidden motives, multiple characters, overlapping storylines? It's all there. No one has ever claimed that General Hospital was, by its very structure, making people smarter, although I suppose Johnson might retroactively argue that it was. He avoids the real reason people consider certain media "bad" -- it's the content of television that people decry, not the structure.
That is the Achilles heel of Gladwell and his literary cousins. They bring in facts and statistics but only in a selective fashion. Perhaps no one likes reading the work of an author who admits that they don't really have an answer, so instead we have writers who, like a professor leading you in a meandering and informative fashion to one inescapable conclusion, already have the solution -- it's just how entertaining and succinct they are, how many clever catchphrases or nicknames they can introduce (most obviously seen in Gladwell's tendency to rebrand other people's theories). Introducing abberant facts and counter-arguments would turn the carefully wrought creation into a complicated mess. Not unlike the actual problems, themselves, which might not be so easily resolved.
This aspect of Gladwell is the exact reason why he is so beloved by business people, and paid well to speak to groups of them. Business, on the whole, loves organizational theory and consumer psychology, the attempts to encapsulate people's behaviour in ways that allow them to better market their products and create new consumers. The sheen of skeptical inquiry and analysis that Gladwell's books contain appeals to that same person who arrays themselves with performance metrics and demographic reports. The Tipping Point has become standard reading in a business culture that wants explanations, that hates uncertainty and seeks rationalization for the irrational. Look at the cultish devotion to earnings forecasts and meeting and beating numbers, numbers that are often arbitrarily manipulated, as anyone who knows a little about corporate accounting can attest to.
There is another writer favoured by business folk who I find writes just as well and doesn't leave me feeling leery. Michael Lewis of Moneyball and Liar's Poker fame, also has the qualities of an explainer, but he has the best traits of Gladwell -- the casual, anecdotal storytelling; the profiling of cultures that have not gotten mass exposure -- without the worst: the tendency to draw too many conclusions from his disparate stories. In Moneyball, Lewis discussed the problems in baseball and its player selection that allowed a team with one of the smallest budgets, the Oakland A's, to get to the playoffs. Billy Beane, the general manager of the A's, applies a controversial philosophy to his player selection and actually gets results. In a related article that Lewis wrote for the New York Times, he profiled a football coach who was a contrarian in his coaching style and who also got results. Notice: Lewis never attempts to construct a grand theory from it -- he doesn't try to correlate it with why Japan became a top automaker in the 1980s and the intricacies of online dating, which is something I could see Gladwell doing. And, in my opinion, he's a better writer for it.
I appreciate and enjoy the brainstorming that Gladwell does and that he has the ability to bring to light ideas that may not typically be well-discussed in the mainstream, but the fact is, he too often puts his words down with an indiscriminacy that borders of laziness. He makes digestible reading that is savvy and thoughtful and contains some indisputably interesting ideas, but he doesn't approach his own writing with the same skepticism that he brings to other people's theories and beliefs. And that's his appeal -- the pill is so easy to swallow, the read so entertaining, Hush Puppies! Aeron chairs! -- and seemingly so obvious, once you look at it the right way, that readers can apply those pre-build theories to the messy, complicated world and make some sense of it -- in his books, he becomes a sort of higher echelon self-help guru. He asks the questions and gives answers to questions, glibly, but rarely does he inspire you ask more questions. And that does his readers a real disservice.