1. COM 340 Lecture 4 Cultural Identity, Ethnocentricism and Cultural Relativity

2. COM 340 2  Anthropologists tell us there are only three true “races” of people in the world. Caucasoid Negroid Mongoloid  However, there are thousands of “ethnic groups.” These groups have a particular “identity.”  Share similar features in language, clothing, food, music, etc. AND  Share similar physical features, such as in hair, face, and body types. Race & Ethnicity

3. COM 340 3  The ethnic group(s) to which we belong help us to be aware of who we are and of our connections with others. They make up our “cultural identity.”  Members of every culture have a sense of “social identification.” Who they are and why.  Our cultural identity also affects our inter- personal relationships and expectations. Cultural Identity

4. COM 340 4  From a sense of “social identity” (who we are), one receives a sense of “personal identity” (who I am). This is particularly true for cultures that are “collectivist” (group oriented) in nature as opposed to “individualistic” in nature.  The “cultural groups” we belong to help give continuity and a sense of belonging to our lives.  But, at the same time these “cultural groups” help to divide people in a negative way. Cultural Identity (con ’ t)

5. COM 340 5  While it is important to know our own cultural identity and what makes us the person we are, we must constantly remember that our own culture is not the only culture in the world.  Ethnocentrism: Seeing our own culture as the center of everything and evaluating everything according to our own group’s values. Ethnocentrism

6. COM 340 6  Our group’s way Other groups’ ways SuperiorInferior NormalAbnormal RightWrong RealUnreal  While natural to judge according to our own cultural standards, this also hinders our understanding of other cultures and their patterns of communication. Ethnocentrism (con ’ t)

7. COM 340 7  Opposite of Ethnocentrism  The idea that all cultures are of equal value, and the values and behavior of the people of a certain culture can only be judged using that culture as a basis for judgement. Culture Relativism

8. COM 340 8 Ethnocentrism - Cultural Relativism Continuum Moderate Cultural Relativism Low Ethnocen- trism & Low Cultural Relativism High Cultural Relativism Moderate Ethnocen- trism High Ethnocen- trism

9. COM 340 9  A high level of ethnocentrism leads to misperception of members of other groups causing us to make inaccurate interpretations about their actions.  Shows an indifference and insensitivity to foreigners.  Characterized by use of “foreigner talk” when speaking to someone whose native language is different than one’s own. Speaks louder and slower than usual Exaggerates pronunciation Simplifies the language (removes articles and uses simple verb tenses ) High Ethnocentrism

10. COM 340 10  Attempts to avoid or minimize contact with members of an “out-group.”  Reinforces distance between their group and other groups, and lessens the chance of interaction.  Characterized by intentional use of “in- group” dialect. Moderate Ethnocentrism

11. COM 340 11  A state of feeling in competition with another group for the same resources.  Characterized by use of pejorative expressions and nicknames for certain groups; also ethnic jokes. Low Ethnocentrism & Low Cultural Relativism

12. COM 340 12  Reflects a sensitivity to cultural differences.  Characterized by speech that reflects a desire to decrease the communicative distance between one’s group and members of the other group. Moderate Cultural Relativism

13. COM 340 13  Shows desire to minimize distance between oneself and members of the out-group.  Requires an attitude of equality.  When interpreting the behavior of the members of the out-group, does so by using the values of their culture. High Cultural Relativism