James W. Neuliep

15Ethnocentrism and intercultural communication

Abstract: This chapter points out that a central theoretical concept in understanding intergroup relations and intercultural communication is ethnocentrism. Ethnocentrism is defined as the degree to which persons use the customs and values of their native culture as the barometer to evaluate and judge other cultures. Ethnocentric persons hold attitudes and behaviors toward ingroups that are biased in favor of the ingroup, often at the expense of the outgroup. Attitudinally, ethnocentric persons see the ingroup as superior to outgroups. Behaviorally, ethnocentric persons foster cooperative relations with ingroup members while competing with, and perhaps even battling, with outgroup ...

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