1. 1
The Essence of Cross-cultural Communication Skills is Progressing
from an Ethnocentric to an Ethno-relative State of Understanding
and Acceptance of Cultural Differences
Ali furqan Syed
MPhil 1st
semester
Lahore Institute of Future education , lahore

2. 2
The Essence of Cross-cultural Communication Skills is Progressing from an Ethnocentric
to an Ethno-relative State of Understanding and Acceptance of Cultural Differences
Abstract
The key to develop ethno relative understanding and acceptance of cultural differences
is to minimize and reduce ethnocentrism through cross cultural communication skills .
Ethnocentrism maximizes cultural conflicts because everyone only approaches his own
race , group or culture but ethno relative understanding and acceptance of cultural
differences promote harmony , peace and prosperity among different ethnic groups and
nations of the world . People come forward to diminish negative cultural behaviors and
develop positivism in the society and it is only possible through cross cultural
communication skills .
The major significance of the cross-cultural communication skills is to reduce
ethnocentric behavior and promote ethno-relative approach which is only possible
through the acceptance of cultural differences . It is very critical for any country to
promote cultural diversity and appreciate other cultures . Ethnocentrism has lack of
acceptance of cultural diversity and impatience and intolerance of out groups . This lack
of acceptance of other cultures has a strong tendency to negative prejudice and
negative behaviors among ethnic groups and also leads to negative stereotypes toward
other cultural groups . Now the world has become a global village and more and more
people of different cultures interact each other constantly , it is essential to investigate
the factors that can help overcome ethnocentrism .
In this topic we will hopefully discuss two major areas firstly , what is ethnocentrism ?
And secondly , how cross cultural communication skills is promoting and developing
ethno-relative state of understanding and acceptance of cultural differences ? The
concept of ethnocentrism , as developed by Sumner (1906) , suggested that one ’ s own
group is the center of everything in most intergroup contexts , and all other things are
related to or dependent on it . Berry and Kalin ( 1995 ) put forward that the
ethnocentrism concept is “the synonym for general antipathy towards all out groups
”( p .303).

3. 3
The two Canadian scholars observed ethnocentrism that “ a lack of acceptance of
cultural diversity , a general intolerance for outgroups and a relative preference for one’s
ingroup over most outgroups ” . It is has been described as an individual psychologicall
disposition which has both positive and negative outcome ( Neuliep & McCroskey , 1997 )
. On the one hand , ethnocentrism serves as an antecedent towards “ patriotism and
willingness to sacrifice for one’s central group ” ( Neuliep & McCroskey , 1997 , p . 389 )
and helps in constructing an maintaining one’s cultural identity ( Chen & Starosta , 2004
) . On the other hand , ethnocentrism leads to misunderstanding and reduced levels of
overcoming ethnocentrism from cultural groups .
Ethnocentrism plays an important role in dividing members of different ethnicities , races
, and religious groups in society . Ethnocentrism is the personal ethnic group , but it also
develops from racial or religious differences . Ethnocentric individuals have the concept
that they are better than other individuals because of their heritage and this concept
ultimately leads to problems of both racism and prejudice . While many people recognize
the problems , they may not realize that ethnocentrism occurs everywhere and every
day at both the local and political level .
When we take a glance at ethnocentrism from a historical perspective, we find so many
instances of ethnocentrism from present day politics and from the past as well . Firstly ,
to solidify the definition of ethnocentrism , looking at the present day politics of the
United States is helpful .
Secondly , in the past , even today , imperialism was also a kind of ethnocentrism .
Imperialism , the practice of taking over other lands , was heavily practiced by Europe
starting in the sixteenth century . As most of the individuals know , the colonies in the
United States were the regions that the Europeans tried to control from overseas . They
also over took lands in Africa . They believed both Africa and America are primitive
societies based on hunting and farming , and felt that they needed to take over these
nations in order to bring them up to speed with modern technologies . Traces of this
sense European ethnocentrism are still evident today , for example , in the schools of
Europe world studies courses tend to focus almost solely on history of the United States
and Europe , and largely ignore other parts of the world .
Sinnocentric system was also one of the prominent examples of ethnocentrism which
had developed from the idea of the “ Mandate of Heaven ” introduced by the Chinese
philosopher Confucias . The “ Mandate of Heaven “ meant that the Chinese felt that they
had received divine power which entitled them to exert heavy rule over the citizens ,

4. 4
and that they had power over the rest of the world . In fact , the Emperor was referred
as the “ Son of Heaven ” exemplifying the intense control over the people . While this
system of government formally ended in nineteenth century , some scholars believe that
the Chinese ethnocentrism lives on .
One of the best known and the most horrible examples of ethnocentrism that ever
occurred was during Nazi Germany . Adolf Hitler decided to slaughter innocent people in
concentration camps just because he hated an ethnic group , Jews and some other
groups of people .
It is a very horrifying picture of ethnocentrism is that it has made a room in pop
culture too e.g. in movies and in literature . Ethnocentrism is not often presented as
such a serious problem in movies , and is more often seen as a sort of entertaining
device . The father in My Big fat Greek Wedding constantly states that he can trace any
word back to Greek origins . Furthermore , the entire movie is centered around the
thrills and issues of planning a Greek wedding . Ultimately though , the movie has a
happy ending , subtly suggesting the positives outweigh the negatives .
Another example of ethnocentrism that is covered with humor occurs in the comedy
American Wedding . Upon learning that her grandson is not marrying a Jewish girl , Jim
’s grandmother becomes inconsolable . Furthermore , Michelle ’s father makes the
mistake of toasting to his son- to- be in laws with hopes that they will sit many happy
shivas together . He painted as fool for his statement , and the movie subtly indicates a
Jewish ethnocentrism .
There are so many examples of ethnocentrism are dispersed in English literature too .
The Merchant of Venice by Shakespeare portrays an intense disagreement between the
Jew , Shylock , and the Christian , Antonio . Antonio constantly scorns Shylock for being a
Jew , which ultimately culminates in one of the most famous speeches of all times
where Shylock asks :
“ If you prick us , do we not bleed ? If you tickle us , do we not laugh ? If you poison us
, do we not die ? And if you wrong us , shall we not revenge ? ”
The “ us ” that Shylock is referring to , are Jews . This speech shows that ethnocentrism
is a powerful force that weakens human relations Shylock ‘ s point is that despite the
cultural differences , we are all still human . There is no intrinsic difference between a
Jew and a Christian , a black and a white , a Chinese and a German citizen , and so
forth . Although Shylock is painted as the villain of The Merchant of Venice , perhaps we
can all take a lesson from him in order to avoid unfair prejudices that result from
ethnocentrism .

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Now we put forward in this discussion the second area of the topic how cross-cultural
communication skills is developing and promoting ethno-relative understanding and
acceptance of cultural differences ? To solve this question we have a conceptual tool
which has been provided by Bennett i.e. his DMIS ( DEVELOPMENTAL MODEL OF
INTERCULTURAL SENSITIVITY ) . This is a tool which systematically provides the solution of
this question . Bennett offers us this conceptual tool so we can better discern the
criteria for a genuine adaptation to another culture .
He , as a conceptual tool , refers us six stages i.e. Denial , defense , minimization ,
acceptance , adaptation , and integration . Bennett ’s ( DMIS ) Developmental Model of
intercultural sensitivity suggests that individuals with intercultural sensitivity tend to
transform themselves from the ethnocentric stage to the ethno-relative stage . This
model includes six developmental stages . The first three stages of denial , defense and
minimization are viewed as “ ethnocentric ” . Individuals view their culture as central to
reality , and individuals act by “ avoiding cultural differences through denying its existence,
raising defense against the differences and minimizing its importance”(Bennett &Bennett
,2004,p.153).
The second three Developmental model Intercultural Sensitivity ( DMIS ) orientations i.e.
acceptance , adaptation , and integration , are defined as more ethno-relative , meaning
that one’s own culture is experienced in the context of other cultures . Acceptance of
cultural difference is the state in which one’s own culture is experienced through other
cultures . All values , beliefs , and behaviors are recognized into contextual categories
that differentiate one set from another . People enjoy recognizing and exploring cultural
differences but it never means that acceptance is agreement or liking of everything .
For instance , one could be ethno relative and still dislikes a particular culture or
disagrees with the goodness of its values . The move to acceptance is initial stage of
worldview into cultural context and it is the essence of ethno relativism .
The next stage is adaptation and it occurs when we need to think or act outside of or
own cultural context and glance at other cultures . This need typically occurs when
causal contact with other cultures becomes more intense e.g. working in multicultural
team . Adaptation to cultural difference is the state in which the experience of another
yields perception and behavior appropriate to that culture .
Some people relate the term “ assimilation ” to the adaptation which is something like “
melting pot “ . This idea of assimilation is that you have to give up who you were
before and take on the world view of your host , or dominant culture but the concept
of adaptation offers an alternative to assimilation . Adaptation involves the extension of
your range of beliefs , values and behaviors , not a substitution of one set for another .

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So you do not need to lose your primary cultural identity to operate effectively in a
different cultural context .
Adaptation , with the reference of cross cultural communication skills , also plays an
important role in behavioral changes as well as attitudes . People show willingness
ability to change their own behavior to conform to different norms . They become able
to empathize with people from different cultures . They do not give up their own or
birth culture’s values and beliefs but they do integrate aspect of other cultures into it .
Adaptation ultimately establishes the condition the last stage of development . However ,
movement to the last stage does not represent a significant improvement in intercultural
competence . The sixth stage of DMIS offers the people of different ethnic or cultural
groups that they can be different by adopting other culture’s values and beliefs and
ultimately leads them to understand ethno relativism and acceptance of other cultural
differences .
To sum up , cross cultural communication is a vital skill that plays a key role to get
rid of ethnocentrism and develop ethno relativism and promote the idea of acceptance
of other cultural differences . Hence , ethnocentrism can be viewed as “ an obstacle to
inter cultural communication competence ” ( Neulip & McCroskey , 1997 , p . 389 ) , it is
crucial for individuals to develop cross cultural communication skills today to the fact
that almost all of us are dealing with inter cultural situations every day and everywhere
. Most researches show that ethnocentrism can be reduced by promoting individual’s
ability to respect cultural differences , foster multiple cultural identities , and maintain
cultural coexistence ( Chen & Sarasota , 2004 ) and it is the essence of cross cultural
communication skills .
References
“A developmental model of intercultural sensitivity” . Bennett. M . & Bennett. J. (1997)
Yarmouth, ME: Intercultural Press.
“Overcoming Ethnocentrism through Developing Intercultural Communication Sensitivity and
Multiculturalism Human Communication”. Qingwen Dong University of the Pacific Kenneth D.
Day University of the Pacific Christine M. Collaço University of the Pacific .A Publication of the
Pacific and Asian Communication Association. Vol. 11, No.1, pp. 27 – 38
http://examples.yourdictionary.com/examples-of-ethnocentrism.html
http://canada.metropolis.net/research-policy/litreviews/tylr_rev/tylr_rev-06.html