JOIN IN THE CLUB

In this book the author discusses peer pressure and its power to modify behavior.  Normally we are use to think of "peer pressure” negatively and connect it to teenage problems with drugs and alcohol. The author brings to our attention that "peer pressure" can be used to “transform the world”. She calls this approach “social cure,” and examines how social networks can address some of the world’s most intractable problems — from adolescent cigarette smoking to H.I.V./AIDS. The book presents success stories of this approach which show us how peer pressure can be used to solve problems. She presents the example of Otpor, a group-led student movement in Serbia that fought against widespread passivity by making activism attractive to young people and eventually succeeded in removing Slobodan Milosevic from power. The author also examines loveLife, an AIDS-prevention campaign in South Africa that reached teenagers by being hip and fun. In the USA, colleges have improved students' math scores by recognizing cultural differences and creating calculus clubs.

A.K.