ɪn hɪz ɐdɹˈɛs æz ðə nˈaɪntiːnhˈʌndɹɪd ˈeɪɾi ˈeɪt pɹˈɛzɪdənt ʌvðɪ ɐmˈɛɹɪkən sˌoʊsɪəlˈɑːdʒɪkəl ɐsˌoʊsɪˈeɪʃən, ɡˈænz ˈɜːdʒd ðə dˈɪsɪplˌɪn tə bɪkˌʌm mˈoːɹ jˈuːsfəl tʊ ænd ɹˈɛlᵻvənt fɚðə dʒˈɛnɚɹəl pˈʌblɪk.
In his address as the 1988 president of the American Sociological Association, Gans urged the discipline to become more useful to and relevant for the general public.