Dissemination and Teaching of Behaviorism in the USA During the 1970s: The Behaviordelia Case

Abstract

Despite its significant influence on modern Psychology, Behavior Analysis has faced several controversies throughout the 20th century. Some studies suggest strategies to deal with such a scenario, including the use of storytelling in behavioranalytic literature to support both teaching and knowledge dissemination. This paper discusses a work aligned with such an initiative: a comic book published in 1972 by Richard W. Malott, through a publishing company founded by the author himself (Behaviordelia). Methodologically, this is a paper in the History of Psychology that employs some document analysis strategies. It is structured in three main parts: (1) an overview of the historical development of Behavior Analysis during the 20th century, a period marked by ambivalent responses to the field; (2) a brief account of Malott’s professional background, including biographical elements related to his development of teaching materials; and (3) an analysis of Malott’s comic book’s structure and content, along with the reception it received. This paper argues that the controversial environment surrounding Behavior Analysis in the United States offers a relevant context for understanding Malott’s editorial choices in creating his comic book. The data examined allow us to discuss those decisions and how Malott’s comic book circulated within both teaching and knowledge dissemination settings in the context of Behavior Analysis. Also, reactions found in published reviews and personal communications point to positive outcomes linked to reading and engaging with the material, which align with informal reports highlighting the benefits of the use of storytelling in other behavior-analytic texts. Finally, the article underscores the continuing relevance of the issues raised by the analysis of Malott’s comic book. Although the work was published more than fifty years ago, the issues related to its creation remain timely – especially concerning how the behavioranalytic community shares its knowledge.