Communication Research Methods
Ethnocentrism is the belief that one's own culture or ethnic group is superior to others, leading to the evaluation of other cultures based on the standards of one's own. This perspective often results in misunderstanding and conflict, as it fosters a sense of pride in one's cultural identity while dismissing or devaluing the traditions and practices of others. It plays a significant role in how individuals and groups interact with different cultures, impacting social dynamics and communication.
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