David Krantz’ analysis of attempts to unify psychology is an appropriate blend of the objective and the personal. It ought to be a personal concern of anyone claiming membership in the discipline that what is called psychology is a mass of contradictions, and that too many of those contradictions approach the absurd in form and content. Myself, I have discontinued membership in APA; I remain a member of the Association for Behavior Analysis. But very recently, I have come to see an increasingly major part of psychology as an unaware branch of the entertainment industry. (I value professional entertainment as an exceptionally admirable, high-level class of human behavior.) One result of psychology’s failure to acknowledge its function as entertainment is bad management, compared with professional entertainment. That explains a lot about APA. Another result is that there is a minority of members who in fact want not to entertain but to know (scientists), or to help (practitioners), or to help better by knowing more, especially about helping (applied scientists); I suspect that these people eventually will see the unreality of their membership in the entertainment industry, and then will define themselves as something else (as some emerging cognitive scientists are doing, just as Krantz says, and as some behavior analysts have done, just as he said about 20 years ago.) That explains a lot about the proliferation of small alternative APAs. Interestingly, seeing much of psychology in the paradigm of professional entertainment dissolves correspondingly much of my former irritation with its disunity, its contradictions, and its too frequent embrace of the absurd: Self-contradictory forms of entertainment are natural and desirable. Personally, I value their existence mainly because I value pluralistic societies, which may be the only kind that will tolerate me: I am safer when different people can and are expected to buy radically different forms of anything, especially entertainment. A very large fraction of psychologists sell time regularly to people who use it to tell Their Story; that kind of psychologist is trained to evoke from them one of the more interesting of the possible variations of Their Story, and to be a very gratifying audience. One form of entertainment is to hire someone to entertain you; another is to hire someone to let you entertain them. (None of this denies that the process may also help the buyer.) A constant and probably expanding variety of paradigms of entertainment seems natural, too, not as a Kuhnian crisis needing resolution, but as a steady *Commentary on D. Krantz (1987) Psychology’s search for unity, Vol. 5, No. 3,
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