Book excerpt: Theory Groups in the Study of Language in North America provides a detailed social history of traditions and "revolutionary" challenges to traditions within North American linguistics, especially within 20th-century anthropological linguistics. After showing substantial differences between Bloomfield's and neo-Bloomfieldian theorizing, Murray shows that early transformational-generative work on syntax grew out of neo-Bloomfieldian structuralism, and was promoted by neo-Bloomfieldian gatekeepers, in particular longtime Language editor Bernard Bloch. The central case studies of the book contrast the (increasingly) "revolutionary rhetoric" of transformational-generative grammarians with rhetorics of continuity emitted by two linguistic anthropology groupings that began simultaneously with TGG in the late-1950s, the ethnography of communication and ethnoscience.