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The founding of the Association for Humanist Sociology in 1977 extended and redefined the values and practices that constituted the territory of sociology. The effort to redefine this territory grew out of a vision and understanding that was both crafted within and a consequence of new left social movements. Sixties social activism allowed people to come to see in new ways how dominant groups maintained control over consciousness, common sense and public discourse. Reflection on our own roots provides a site from which to consider both a change in the dialectic of ideology and technology and the challenges we face in shaking off the constraints of austerity under neoliberalism.