In his book The Tipping Point Canadian author Malcolm Gladwell explains how a trend can take many forms. It can be a general change in social behavior, an idea or a fashion. However, why do some trends catch on and others not? What makes one particular brand of training shoe suddenly become the must-have product? How do people find out about trends and what makes people want to buy into them? Is it simply a question of keeping up with other people?

In his new work, Gladwell explores the moment when something becomes common and how products, ideas, messages and forms of behavior spread. He looks at the reasons why trends are similar in the way they develop to outbreaks of disease, or medical epidemics(流行病) .

Epidemics, like trends, start in a very small way, maybe from a single person with a virus, then spread very quickly until they take over the population and appear to be everywhere. Eventually, they will slow down gradually or die out suddenly. Gladwell shows how these changes happen not gradually but at one sudden moment.

Gladwell identifies three types of people who are influential in the development of these kinds of social epidemics:

Connectors are people in a community who have wide social circles. They know a lot of people and like to introduce people to each other. The people they know often come from a variety of social, cultural, professional and economic circles.

Mavens are people with a lot of knowledge or experts in a particular field. They wish to pass on their knowledge to others. Mavenscollect and gather information, so they are the first to pick up on new trends.

Salesmen are people with charisma. They have a “soft” influence over people rather than actual power. This means they are influential because people want to imitate them.

Overall, Gladwell’s book is a thought-provoking read for anyone interested in the origins of trends. What’s more, he writes in a clear style so even the most difficult ideas are easy to understand.

Cell Phone Are the New Cigarette

When you get in your car, you reach for it. When you are at work, you take a break to have a moment alone with it. When you get in to a lift, you play with it.

Cigarette? Cup of coffee? No, it’s the third most addictive thing in modern life, the cell phone. Experts say that it is becoming more difficult for many people to curb their longing to hug it more tightly than most of their personal relationships.

With its shiny surface and its smooth and satisfying touch, the cell phone connects us to the world even as it disconnects us from people three feet away. In just the past couple of years, the cell phone has challenged people in ways its inventors in the late 1940s never imagined.

The costs are becoming even more obvious, and I don’t mean just the monthly bill. Dr. Chris Knippers, working at the Betty Ford Center in Southern California, reports that the overuse of cell phones has become a social problem not much different from other harmful addictions: a problem that limits one-on-one personal contact, and an escape from reality.

Sounds extreme, but weˈve all witnessed the evidence: the person at restaurant who talks on the phone through an entire meal, ignoring his kids around the table; the women who talks on the phone in the car, ignoring her husband; the teen who texts messages all the way home from school, avoiding contact with kids all around him.

Is it just rude, or is it a kind of unhealthiness? And pardon me, but how is this improving the quality of life?

Jim Williams, an industrial sociologist based in Massachusetts, notes that cell-phone addiction is part of a set of symptoms in a widening gulf of personal separation. He points to a study by Duke University researchers that found one-quarter of Americans say they have no one to discuss their most important personal business with, Williams says studies show that we donˈt have as many friends as our parents. “Just as more information has led to less wisdom, more acquaintances via the Internet and cell phones have produced fewer friends.” he says.

We have most friends at the age of 26 after having spent the first quarter of our lives building up our friendship circle, a new research has claimed.

The research into friendship shows that our social circle peaks at 26 years and 7 months，at which we typically have five close friends. Women are most popular at 25 years and 10 months，with men hitting the highest friendship point a little later at 27 years and 3 months.

The research, by Forever Friends, shows that about a third of adults meet their closest friends while at school, with about a fifth saying they meet them at work.

Social networks such as Facebook and Twitter now also play a major role in building new friendship. The research points out that 25 to 34-year-olds make 22 friends via Facebook, compared to 18 to 24-year-olds who make 12, and 35 to 44-year-olds who make just four.

Forever Friends’  relationship coach Sam Owen says: “It is no coincidence that over a third of us meet our best friends at school. It is a key time in our lives when friendship is growing through sharing notes, giving gifts, seeing each other regularly and laughing a lot. As adults we can often forget how powerful these small things are and how the little things can make a difference.”

Later in life we find ourselves losing friends. Over half of us lose friendship through moving, while 36% say that over time they grow apart from close pals. Having children also causes 19% to drift away from childhood friends.

With growing pressures being put on friendship these days, it’s important to make time for our friendship.

You may not pay much attention to your daily elevator ride. Many of us use a lift several times during the day without really thinking about it .But Lee Gray, PhD, of the University of North Carolina, US, has made it his business to examine this overlooked form of public transport. He is known as the “Elevator Guy”.

“The lift becomes this interesting social space where etiquette (礼节) is sort of odd,” Gray told the BBC, “They [elevators] are socially very interesting but often very awkward places”.

In such a small, enclosed space it becomes very important to act in a way that cannot be construed (解释) as threatening or odd. “The easiest way to do this is to avoid eye contact,” she said.