This article explores the rise and fall of an Afrikaner psychological association: the Psychological Institute of the Republic of South Africa (PIRSA). It presents rhetorical, discursive and social analyses of presidential addresses delivered at PIRSA congresses between 1962 and 1977, identifying the emergence of a discourse of volksdiens (ethnic-national service) during the 1960s that called for the ethnic-national relevance of the discipline. With the Afrikaner nation vulnerable to the triple threat of communism, capitalism and egalitarianism, PIRSA insisted that psychological research be dedicated towards addressing these and other dangers. In the 1970s, however, such appeals became less prominent as discussions of South African issues slipped off the agenda. Curiously, at a time when the apartheid state was in decline, PIRSA’s psychologists were concerned with everything but the survival of Afrikanerdom. The unraveling of PIRSA’s quest for ethnic-national relevance mirrored the disintegration of the state’s apartheid rationality, which resulted from a concatenation of political, economic and cultural upheavals.