1.Ethnocentrism

Culture is not only the basis of our thought of reality but also the guide for us to tell right from wrong. People of all communities are inclined to regard themselves as the center of humanity or as the chosen one. So it is understandable that people would regard their own ways of doing things correct, and other people's incorrect based on that view. Usually people think their behaviors and ways of thinking are the only right ones. So when they meet someone who does not think in his way or behave in other patterns, they certainly would react with surprise even hate, and those ways of doing things for them, are uncivilized or inferior. This kind of attitude is what we call ethnocentrism.

The concept of ethnocentrism was first introduced by the American academic professor William G Sumner, who defined it s the view of things in which one’s own group is the center of everything, and all others are scaled and rated with reference to it. Ethnocentrism is the belief that one’s own culture is the best and all other cultures are inferior. So ethnocentrism actually refers to the attitudes of cultural superiority, one of the major barriers to intercultural communication.

（1）How does ethnocentrism impede intercultural communication？

It is normal and natural for each of us to be proud of our own culture’s achievements, values and characteristics, however, sometimes we go so far that we allow our pride to turn into an attitude that implies others are not as good as we are. In fact, many scholars believe that because we learn ethnocentrism so early in life, and primarily unconsciously, it might be the major barrier to intercultural communication.

 （2）Negative impact of ethnocentrism

Steward and Bennett describe the negative side:

First, ethnocentric beliefs about one’s own culture may lead to a narrow and defensive identity. Chinese parents take care of their children so carefully that they  interfere with every decision that their children are supposed to make. While Americans  generally disapprove of this method of child-rearing, Chinese people regard it  as the best way to demonstrate love for their children. This example illustrates that people tend to thick their culture is “the only true culture”, which is in fact not true.

Second, when people form ethnocentric beliefs, they normally perceive members of other cultures in terms of stereotypes. Americans usually look upon the custom of arranged marriage prevailing in the East as something strange or offensive to human rights. This contributes, in part, to the view that Americans have of countries such as India or China.

Third, since ethnocentric beliefs assume that one’s own culture is normal and natural, ethnocentric judgments usually involve unfair comparisons that  ennoble one’s culture while degrading those of others.

（3）How can ethnocentrism be overcome?

Frist of all, we should be fully aware that, while one culture is different from another, that is not evidence it is better than any other culture. consider, for example, the cultures of China and the United States. Chinese people use chopsticks while American use a knife and fork when eating. Is one more correct than the other? Chinese people never open gifts in the presence of guests while Americans usually open the gift and share their pleasure together with their guests. Can we say Chinese people are civilized than Americans? Or that American rules of politeness are better than those of the Chinese? Obviously neither to the two statements are true. Thus, we need to remember there exists differences between two cultures rather than superiority or inferiority between them.

Second, we should try to know more about ourselves in order to overcome the difficulties caused by deeply-rooted ethnocentrism. Identifying the attitudes, prejudices, and opinions that we all carry around can prevent many conflicts caused by ethnocentrism. Understanding our own communication styles may contribute much to successful intercultural communication. However, it is not easy to view ourselves  objectively. If we perceive ourselves in one way, while those with whom we interact perceive us in another way, serious problems can arise. This requires us to be sensitive to feedback we receive, be more aware of our own communication style, and make appropriate adjustments in time.