Ethnocentrism refers to the wide-ranging belief in the cultural superiority of one’s own ethnic group or, more loosely, an unusually high regard for one’s own ethnic ,religious, cultural group. This method of using one’s own culture is superior to all other cultures is called ethnocentrism according to Samovar et al and DomNwachukwu (2010). Bennett (1993) defines ethnocentrism as “assuming that the worldview of one’s own culture is central to all reality”. He also suggested that people tend to use their own worldview to interpret other’s behaviour and that the idea of a universal truth‟ is usually based on one’s own values. Ethnocentrism is not only the tendency to view the world from the standpoint of one’s own culture, but also the failure to understand, cultures that are different from one’s own. …show more content…
Secondly, ethnocentrism accepts ones group’s norms, values and behaviours seen as moral, good and proper where as those of groups that differ from one’s own often are seen as immoral, wrong, and improper. Thirdly, it leads people to exaggerate group differences and ethnocentric cultural groups see themselves as superior to other groups, which are treated, as inferior. It also brings about negative affective reactions to out groups such as distrust, hostility, and contempt. Furthermore, it impedes communication and blocks the exchange of ideas and skills among peoples. Gudykunst (2003) imply that ethnocentrism is lower in countries with strong belief in tolerance of others, harmony with others than in countries with a sense of cultural superiority, respect for