Social psychology emerged in the early part of the last century as a distinct discipline that focused on the study of social behaviour of individuals and collectives. Over time, however, social psychology has relatively ignored the 'social' part of the equation and has become mainly concerned with individual behaviour. The major part of social psychological research was carried out in the artificial context of the experimental laboratory. Studying social behaviour in real life contexts is essential, not only to return social psychology to its roots, but also to ensure that our contributions are both theoretically rich and socially valuable. Observation of real life situations is essential if we want to advance our understanding of how individuals and collectives behave. To illustrate the importance of a contextually rich social psychology and the usefulness of natural observations, the recent violent confrontation between the Israelis and the Palestinians is described and analysed, focusing on social behaviours of Israeli Jews. In conclusion, it is argued that social psychology should strive towards equilibrium between natural and experimental approaches, between personal and contextual emphases and between micro and macro perspectives. Copyright # 2004 John Wiley & Sons, Ltd.
SOCIAL PSYCHOLOGY: PROMISE AND DISILLUSIONSocial psychology will soon celebrate its centenary. In 1908 the first two textbooks in the field were published: One by the psychologist William McDougall and one by the sociologist E. A. Ross (McDougall, 1908;Ross, 1908). This beginning implied that the new discipline of social psychology was established to combine and integrate psychological and sociological conceptual frameworks and methodologies from both psychology and sociology. The objective of the new discipline was to understand human social behaviour in the context of groups and societies.This new branch of psychology constituted a promising development. Many believed that it would bring a fresh psychological perspective to the social sciences, on the one hand, while opening psychology up to a new range of problems faced by human beings in so far as they are members of collectives, on the other hand. The promise of the new discipline was not only in the development of new knowledge, but also in its variegation and multiformity. Indeed, social psychology in its first decades employed a variety of research methods and studied a wide scope of problems (see Cartwright, 1979;Jackson, 1988). Thrasher (1927), for example, observed a group of boys who tried to create a society for themselves, Shaw (1930) investigated the effect of environment on the emergence of delinquent behaviour, and Mayo (1933) and Roethlisberger (1941) studied small group behaviour of workers. Already in the twenties, however, suggestions were being made that the emerging social psychology should be limited to individual orientations, leaving aside the study of collective behaviours. Such calls for a more narrow focus reflected the behaviourist revolution that was o...