1. Ethnocentrism and the Practical Power of the Golden Rule Kregg R. Hood, EdD, President EDC Communications Chicago, IL, June 14, 2013 ©Copyright 2013, EDC Communications International, All Rights Reserved.

2. What is Ethnocentrism? Ethnocentrism is the unconscious tendency to believe that one's ethnic or cultural group is centrally important. Other groups are measured in relation to one's own. An ethnocentric individual will judge other groups relative to his or her own particular ethnic group or culture, especially with concern to language, behavior, customs, and religion. Ethnocentrism can be a major source of misunderstanding in communication.

3. What is the Golden Rule? Matthew 7:12 ”So in everything, do to others what you would have them do to you, for this sums up the Law and the Prophets.” Luke 6:31 ”Do to others as you would have them do to you.” Luke 10:27 He answered, “Love the Lord your God with all your heart and with all your soul and with all your strength and with all your mind; and, Love your neighbor as yourself.” Some version of this idea is found in many ancient and modern religions and ethical traditions.

4. Luke 6:31 “Do to others as you would have them do to you.” Choices to Make Active presence (Do) Other-oriented (to others) Personalized (as you would have) Other-centered (do to you) Benefits Received Mission and purpose Selflessness Meets real needs Reciprocal good

5. An Innovations Communication Model* * Perkins, R. (2007). International Journal of Humanities and Social Science Vol. 1 No. 18 www.ijhssnet.com

6. Luke 6:31 “Do to others as you would have them do to you.” Putting it all together* Relative Advantage Compatibility Complexity Trialability Observability Key Messages “Is this better than what’s going on for you now? “I want this to work for you.” “Let’s try to make this as easy as possible.” “Want to give it a shot and see how it works?” “I’ll go first. OK?” *Rogers, E. M. (2003). Diffusion of innovations (5th ed.). NY: Free Press.

7. Thank You!