ETHNOCENTRISM &

CULTURAL RELATIVISM
ORIENTATIONS IN VIEWING OTHER
CULTURES
OBJECTIVES
 Identify forms of tangible and
intangible heritage and the threats to
these
 Understand what ethnocentrism is;
and
 Develop an awareness of why and
how cultural relativism mitigates
ethnocentrism
Different Customs In
Different Cultures
1. In the U.S., Canada and most
European countries, you're
expected to arrive ___________
for appointments or meetings.
A. Late
B. On time
C. Not on time
2. In Spain, you're expected
to arrive ________ for most
appointments or meetings.
A. Late
B. Early
C. On time
 3. In Japan, China, Korea and
Vietnam, never pass something to
an older person or superior with only
one hand; you're expected to use
____________ .
A. Right hand
B. Left hand
C. Both hands
 4. In the U.S. and Canada,
don't __________ if you're
invited to someone's home.
A. Call
B. Arrive early
C. Go
5. In the U.S. and Canada,
you're supposed to _________
if you plan to visit someone at
home.
A. Go first without calling
B. Arrive early
C. Call first
6. In many Asian countries, it is
_________ to visit your friends
at home without invitation or
prior appointment.
A. Acceptable
B. Not acceptable
C. Unusual
 7. In most countries, when
you meet someone for the first
time, you aren't _________ to
hug or kiss them.
A. Should
B. Must
C. Supposed
8. In Peru, Columbia, Brazil,
Bolivia and Mexico, it is
common to _________
someone you have just met for
the first time.
A. Kiss
B. Bow at
C. Ignore
 9. In the U.S., Canada and
many European countries, it is
____________ to eat noisily or
burp loudly in front of others.
A. Polite
B. Impolite
C. O.K.
 10. In the U.S., people usually
stand at least ___________ apart
from one another when they talk
or when they stand in line for
something.
A. 10 inches
B. 6 feet
C. 3 feet
CULTURAL VARIATION
the differences in social behaviors
that different cultures exhibit around
the world.
two important perceptions on
cultural variability

ETHNOCENTRISM CULTURAL
RELATIVISM
ETHNOCENTRISM
cultural or ethnic bias—
whether conscious or
unconscious—in which an
individual or group views the
world from the perspective of
his or her own group
ETHNOCENTRISM
ETHNOCENTRISM
It is the idea that one's own
culture is the main
standard or center of
everything by which other
cultures may be measured.
ETHNOCENTRISM
ETHNOCENTRISM
Inability to adequately
understand cultures that
are different from one’s
own
 WHY DOES
WHY DOES ITIT
HAPPEN?
HAPPEN?
Each group nourishes its own
pride and vanity;
 boasts itself superior;
exalts its own divinities;
Being insensitive to others;and
looks with contempt on
outsiders.
 EFFECTS OF
ETHNOCENTRISM
 Multiple forms of prejudice
(preconceived opinion) that leads to
discrimination
 Racism and sexism
 EXAMPLES OF
ETHNOCENTRISM

Eurocentrism
Sinocentrism
Xenocentrism
1. EUROCENTRISM
 1. EUROCENTRISM
the notion of European
exceptionalism,
Is the norm and should be
viewed as the standard
against which other cultures
are judged.
 1. EUROCENTRISM
A belief, attitude, or
mindset that values
Europe, European
culture, or European
interests above all others.
 EXAMPLE:

Aristotle (384–322 B.C.E.)

regarded Africa and Asia as
monolithic and influenced by
their hot climates, contrasting
with temperate or cold Europe.
 EXAMPLE:
Medieval Europe's main
impression of North Africa
and Asia was distrust, then
fear of, and hostility to,
Islam.
2. SINOCENTRISM
 2. SINOCENTRISM
The belief,
held by the
ancient
Chinese, that
China was
literally the
center of the
Earth
 2. SINOCENTRISM
the practice of viewing the world
from a Chinese perspective,
with an implied belief, either
consciously or subconsciously,
in the supremacy of
Chinese culture
 2. SINOCENTRISM
In a cultural sense,
Sinocentrism refers to a
tendency to regard
neighbouring countries as mere
cultural offshoots of China
JAPAN, MYANMAR, VIETNAM
 3. XENOCENTRISM

People are highly influenced by the culture

or many culture outside the realm of their
society.
 3. XENOCENTRISM
The term Xenocentrism is
adopted from a Greek word
“Xeno” which means
“foreign guest” or
“stranger”.
 3. XENOCENTRISM
 Belief that another's
culture is superior
to one's own.
 The idea that what is
foreign is best
 3. XENOCENTRISM
 It is the preference
for the products,
styles, or ideas of
someone else’s
culture
 3. XENOCENTRISM
The term Xenocentrism is
not only limited to non-
material culture, but it
is also applicable to
material culture.
 EXAMPLE:
A foreign exchange student who
returns home from abroad after few
years find it difficult to associate with
his own culture, after experiencing
the foreign culture and consider the
foreign cultural norms, values and
beliefs more upright compare to his
own culture.
 EXAMPLE:
An American may think
that Singaporean Math is
better than their own or
French Food is better their
own cuisine.
 EXAMPLE:
Pakistani women
believe that European
cosmetics are far
superior than those
produce domestically.
 CULTURAL
RELATIVISM
 The view that
no culture is superior
to any other culture
when comparing
systems of morality,
law, politics, etc.
all beliefs are
completely relative

there is no ultimate
standard of good or
evil,
every judgment about right
and wrong is a product of
society

any opinion on morality or

ethics is subject to the
cultural perspective of each
person.
 No one has the
right to judge
another society’s
culture
 EFFECT OF CULTURAL
RELATIVISM
 Respect for each
culture and better
tolerance and
understanding
 Acceptance and
freedom of
expression
HOW DOES CULTURAL
RELATIVISM MITIGATE
ETHNOCENTRISM?
If you are a cultural
relativist…
 Youwill consider all cultures as legitimate
expressions of human existence
 You will believe that all cultures are
worthy in their own right and are of equal
value
 You will believe that what constitutes
right or wrong is determined solely by
the individual or the society
CULTURAL HERITAGES
Cultural heritage is typically
understood to be built
heritage, monuments related
to culture such as museums,
religious buildings, ancient
structures and sites.
(TANGIBLE)
also includes traditions
or living expressions
inherited from our
ancestors and passed on
to our descendants
(INTANGIBLE)
A) oral traditions,
B) performing arts,
C) social practices,
D) rituals,
E) festive events,
F) knowledge and practices
concerning nature and the universe
G) the knowledge and skills to
produce traditional crafts.
 WHAT ARE THE THREATS?

Culture wars Urbanization/Development

Radical beliefs
 WHY IS THERE A NEED TO
PRESERVE HERITAGE?

It gives us a sense of

identity and belonging,
linking our past, through
the present, with our
future.
 WHY IS THERE A NEED TO
PRESERVE HERITAGE?
It gives us an
understanding of the
tangible and intangible
cultural heritage of
different communities
 WHY IS THERE A NEED TO
PRESERVE HERITAGE?
It also helps with
intercultural dialogue,
and encourages mutual
respect for other ways of
life.