Ethnocentrism is the tendency to use one’s own group’s norms and values as the standard for judging others. In communication, unfamiliar styles may be judged inferior because they differ from one’s conventions. A familiar cultural perspective can thereby be mistaken for an impartial standard.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.