front cover of Archie Bunker's America
Archie Bunker's America
TV in an Era of Change 1968-1978
Josh Ozersky. Foreword by Mark Crispin Miller
Southern Illinois University Press, 2003
Archie Bunker’s America discerns what was “in the air” as television networks tried to accommodate cultural and political swings in America from the Vietnam era through the late 1970s. Josh Ozersky’s spirited examination of the ways America changed television during a period of intense social upheaval, recuperation, and fragmentation uncovers a bold and beguiling facet of American cultural history. From the conflict-based comedy of All in the Family and such post-sixties frolics as Three’s Company to tendentiously apolitical programs like Happy Days, Ozersky describes the range and power of television to echo larger schemes of American life.

Around 1968, advertisers who were anxious to break into the lucrative baby-boomer demographic convinced television networks to begin to abandon prime-time programming that catered to universal audiences. With the market splintering, networks ventured into more issue-based and controversial territories. While early network attempts at more “relevant” programming failed, Ozersky examines how CBS struck gold with the political comedy All in the Family in 1971 and how other successful, conflict-based comedies turned away from typical show business conventions. As the 1970s wore on, the innovations of the previous years began to lose their public appeal. After Vietnam and Watergate, Ozersky argues, Americans were exhausted from the political turbulence of the preceding decade and were ready for a televisual “return to normalcy.”

Straightforward, engaging, and liberally illustrated, Archie Bunker’s America is peppered with the stories of outsider cops and failed variety shows, of a young Bill Murray and an old Ed Sullivan, of Mary Tyler Moore, Fonzie, and the Skipper, too. Drawing on interviews with television insiders, trade publications, and the programs themselves, Ozersky chronicles the ongoing attempts of prime-time television to program for a fragmented audience—an audience whose greatest common denominator, by 1978, may well have been the act of watching television itself. The book also includes a foreword by renowned media critic Mark Crispin Miller and an epilogue of related commentary on the following decades.

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front cover of Colonel Sanders and the American Dream
Colonel Sanders and the American Dream
By Josh Ozersky
University of Texas Press, 2012

From Aunt Jemima and Uncle Ben to the Jolly Green Giant and Ronald McDonald, corporate icons sell billions of dollars’ worth of products. But only one of them was ever a real person—Colonel Sanders of Kentucky Fried Chicken/KFC. From a 1930s roadside café in Corbin, Kentucky, Harland Sanders launched a fried chicken business that now circles the globe, serving “finger lickin’ good” chicken to more than twelve million people every day. But to get there, he had to give up control of his company and even his own image, becoming a mere symbol to people today who don’t know that Colonel Sanders was a very real human being. This book tells his story—the story of a dirt-poor striver with unlimited ambition who personified the American Dream.

Acclaimed cultural historian Josh Ozersky defines the American Dream as being able to transcend your roots and create yourself as you see fit. Harland Sanders did exactly that. Forced at age ten to go to work to help support his widowed mother and sisters, he failed at job after job until he went into business for himself as a gas station/café/motel owner and finally achieved a comfortable, middle-class life. But then the interstate bypassed his business and, at sixty-five, Sanders went broke again. Packing his car with a pressure cooker and his secret blend of eleven herbs and spices, he began peddling the recipe for “Colonel Sanders’ Kentucky Fried Chicken” to small-town diners in exchange for a nickel for each chicken they sold. Ozersky traces the rise of Kentucky Fried Chicken from this unlikely beginning, telling the dramatic story of Sanders’ self-transformation into “The Colonel,” his truculent relationship with KFC management as their often-disregarded goodwill ambassador, and his equally turbulent afterlife as the world’s most recognizable commercial icon.

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