Epic Fails

October 8, 2018
Sociologist Murguia (editor of The Encyclopedia of Racism in American Films) surveys a wide range of “the most iconic failures in American popular culture” in this colorful look at the way various inventions suffered from cultural and economic variables. The book contains 18 chronological chapters from the Edsel in the 1950s to Google Wave in the early 2000s. Murguia illustrates that, for example, the failure of Ford’s Edsel car was not due to a faulty product but instead was the result of a complex combination of changes in Ford’s corporate structure, poor marketing, and the lack of a dedicated spokesperson. In another fascinating chapter on McDonald’s introducing the McAfrika hamburger in Norway in 2002, he explains how the franchise attempted to broaden the brand through regional associations; however, the sandwich became associated with cultural appropriation and not cultural inclusion. And in a chapter on Sony’s Betamax, Murguia smartly summarizes how it lost out to the VHS video format, suggesting that pornography might have played into the tape’s downfall because Sony didn’t allow licensing for explicit sexual material. Murguia’s slim book is unfailingly entertaining and enlightening.

August 1, 2018
American innovation and ambition have led to many successful inventions, writes sociology professor Murgu�a (The Encyclopedia of Racism in American Films, 2018), but what about the ones that failed?sometimes spectacularly? Whether they failed because of negative consumer reception, a lack of conceptual vision, or simply poor timing, the 18 products, fads, and services featured?ranging from the 1950s to the present?make for fascinating case studies in how consumer psychology can make or break cultural artifacts. With each chapter, Murgu�a seeks to explain the icon in question through a sociological lens: how deviant-behavior theory explains the infamous Ford Edsel flop, how Max Weber's rationality model relates to Burger King's short-lived table service, and how Y2K demonstrated the power of rumors and collective behavior. Murgu�a proves we have a lot to learn from our societal goofs, be they beverage spinoffs New Coke and Bud Dry, faulty fashion like the mullet and Zubaz pants, or doomed devices like LaserDisc and the Zune. Despite the academic writing style, the book's wide cultural ambit will appeal to a variety of readers.(Reprinted with permission of Booklist, copyright 2018, American Library Association.)