Ethnocentrism: often entails the belief that one’s own race or ethnic group is the most important or

that some or all aspects of its culture are superior to those of other groups; the tendency to look at the
world primarily from the perspective of one’s own culture. Within this ideology, individuals will judge
other groups in relation to their own particular ethnic group or culture, especially withconcern to
language, behavior, customs, and religion.
Xenocentrism: one’s exposure to cultural practices of others may make one to give preferences to the
ideas, lifestyle and products of other cultures
• Cultural relativism: is the belief that the concepts and values of a culture cannot be fully translated
into, or fully understood in, other languages; that a specific cultural artifact (e.g., a ritual) has to be
understood in terms of the larger symbolic system of which it is a part.
• Cultural relativism: is the principle that an individual person’s beliefs and activities should be
understood by others in terms of that individual’s own culture.
THREE (3) IDEAS OF CULTURAL RELATIVISM:
a. moral relativism
b. situational relativism
c. cognitive relativism

Culture Shock: an experience of personal disorientation when confronted with an unfamiliar way of
life
Cultural Imperialism: the deliberate imposition of one’s own cultural values on another culture

Ethnocentrism, a term coined by William Graham Sumner, is the tendency to see and evaluate other
cultures in terms of one’s own race, nation, or culture. This rests on the belief of the superiority of
one’s own culture or ethnic group compared to others which leads to making incorrect assumptions
about others’ behavior based on your own norms, values, and beliefs. For instance, reluctance or a
version to trying another culture’s cuisine is ethnocentric. While societies have the tendency to
display or manifest certain amount of ethnocentrism, cultural sensitivity is also expected especially if
one is a visitor. Non-sensitivity to cultural practices of other groups may be misinterpreted and this
may lead to conflict with others or maybe seen by others as a rude behavior especially when
articulated or expressed in front of others. Learning to take the role of the other person gives one the
ability to see the perspective of the other people articulating or giving judgment. To do this, it is
important:
(1) study the cultural context in which the action occurs,
(2) determine the circumstances of place, time and condition surrounding it, and
(3) look into the reasoning behind any cultural element.