Political historian Oscar Winberg has a fascinating new book titled Archie Bunker for President: How One Television Show Remade American Politics. This book weaves together quite a few different threads in examining the historical context in which the television show, All In The Family, landed on American television screens. Archie Bunker for President examines why this particular sitcom was a kind of inflection point within U.S. politics, within the media landscape at the time and moving forward, and how television production shifted and changed around this one particular television series. Winberg also lays out the path from the early 1970s, when All in the Family first aired, to our contemporary political moment, when celebrity and politics seem to be inescapably intertwined.
As Winberg notes in our conversation, television as an entity is inherently conservative, since the functional model was about appealing to the lowest common denominator so that advertisers would be willing to pay for time during shows. In order to reach the most viewers, at least in the age of network television, the television series needed to appeal to the largest market possible, and not “turn off” viewers. What happens in the late 1960s and early 1970s with the television show All in the Family is that this dynamic shifts, and the case is made that it isn’t about reaching the most people, but about reaching the people who have the means and inclination to purchase what the advertisers are selling. This is part of the pitch that Norman Lear makes, that CBS executive Bob Wood finally decides to gamble on by greenlighting All in the Family. The dynamic inside the show itself is to focus on politics: to have the characters within the series discuss different political issues, and engage with the impacts of these issues, from women’s rights and reproductive health to homosexuality to racism and the anti-war movement. In designing All in the Family with Archie Bunker (played by Carroll O’Conner) clearly defined as a conservative and as a bigot, and with Archie’s daughter, Gloria Stivic (played by Sally Struthers) and son in law, Mike Stivic (played by Rob Reiner), as liberals and politically active, the show embedded politics within the narrative. Edith Bunker, played by Jean Stapleton, was an enthusiastic supporter of the Equal Rights Amendment, which was making its way through the ratification process while the series was airing, providing yet another avenue for political discussion within the show’s structure.
There were quite a few other shows that were developed at the same time as All in the Family that took up similarly political themes in iconic ways, from the Mary Tyler Moore Show to M*A*S*H to Maude. Political conversations were the fabric of these shows in much the same way as in All in the Family, where characters find themselves experiencing dimensions of politics in their lives and they discuss this with friends and family within the narrative construction. This also translated to Americans discussing these shows with each other at dinner, or at the “water cooler”, or at the beauty parlor or barbershop. Given the structure of television in the 1970s and 1980s, before cable and streaming services, options were more limited options, and many of these shows had great writers, actors, and showrunners. This was “appointment television” because there was no way to record or otherwise go back and watch the episode. Episodes were only available at their regularly scheduled time and day—which also meant that lots and lots of Americans were watching the same show at the same time.
In some sense, Archie Bunker for President: How One Television Show Remade American Politics is not only about how one television show remade American politics, but also about how All in the Family remade American television, opening up the networks to developing and airing television shows that integrate politics (of all kinds) into the narratives. There is still quite a lot of television, particularly network television, that is pitched to the broadest possible audience, but the narratives in police procedurals or hospital-centered series or sitcoms integrate different dimensions of politics into their storylines in ways that had not been done before All in the Family.
Lilly J. Goren is a professor of political science at Carroll University in Waukesha, WI.
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