Ethnocentrism and Cultural Relativism

Ethnocentrism is the tendency to look at the world primarily from the perspective of one’s own culture. Many claim that ethnocentrism occurs in every society; ironically, ethnocentrism may be something that all cultures have in common.

The term was coined by William Graham Sumner, a social evolutionist and professor of Political and Social Science at Yale University. He defined it as the viewpoint that “one’s own group is the center of everything”, against which all other groups are judged. Ethnocentrism often entails the belief that one's own race or ethnic group is the most important and/or that some or all aspects of its culture are superior to those of other groups. Within this ideology, individuals will judge other groups in relation to their own particular ethnic group or culture, especially with concern to language, behaviour, customs, and religion. It also involves an incapacity to acknowledge that cultural differentiation does not imply inferiority of those groups who are ethnically distinct from one’s own.

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. An example of cultural relativism might include slang words from specific languages (and even from particular dialects within a language). For instance, the word tranquilo in Spanish translates directly to ‘calm’ in English. However, it can be used in many more ways than just as an adjective (e.g., the seas are calm). Tranquilo can be a command or suggestion encouraging another to calm down. It can also be used to ease tensions in an argument (e.g., everyone relax) or to indicate a degree of self-composure (e.g., I am calm). There is not a clear English translation of the word, and in order to fully comprehend its many possible uses a cultural relativist would argue that it would be necessary to fully immerse oneself in cultures where the word is used.

Theories of Culture

While there are numerous theoretical approaches employed to understand ‘culture’, let us use just one model to illustrate how sociologists understand the concept. The model is an integrationist one advocated by Ritzer (Ritzer and Goodman 2004: 357). Ritzer proposes four highly interdependent elements in his sociological model: a macro-objective component (e.g., society, law, bureaucracy), a micro-objective component (e.g., patterns of behavior and human interaction), a macro-subjective component (e.g., culture, norms, and values), and a microsubjective component (e.g., perceptions, beliefs). This model is of particular use in understanding the role of culture in sociological research because it presents two axes for understanding culture: one ranging from objective (society) to subjective (culture and cultural interpretation); the other ranging from the macro-level (norms) to the micro-level (individual level beliefs).

George Ritzer’s macro/micro integration theory of social analysis