Models for the Methodology of Mouthtalk

Ephemeral vogues in the borrowing of concepts and methods from other disciplines have long hampered the social sciences in the quest for means appropriate for specific problems. Numerous examples from the history of ethnological theory are discussed in this article in explanation of this serious faddistic malady, and a name for it--"Mouthtalk"--is defined. A twofold cure is proposed: (1) instead of borrowing methods because they are in vogue, select first problems, for the their own significance, after which the appropriateness of various methods can be more advantageously considered; and (2) identify and make fun of mouthtalking wherever it is found, but especially when you do it yourself.