Ethnocentrism is one form of communication

Learning Outcomes

1. Explain the concept of collective self-esteem.
2. Define the term “stereotype” and explain its implications for interpersonal communication.
3. Summarize the implications of ethnocentrism in interpersonal communication.

Henri Tajfel originally coined the term “collective self” as “that aspect of an individual’s self-concept which derives from his knowledge of his membership in a social group (or groups) together with the value and emotional significance attached to that membership.”8 Jennifer Crocker and Riia Luhtanen took Tajfel’s ideas one step further and discussed them as an individual’s collective self-esteem, or the aspect of an individual’s self-worth or self-image that stems from their interaction with others and evaluation of their various social groups.9 Based on their research, Crocker and Luhtanen found four different factors related to an individual’s collective self-esteem: private collective esteem, membership esteem, public collective esteem, and importance to identity.

The first factor of collective self-esteem is the individual’s private collective esteem, or the degree to which an individual positively evaluates their group. Every individual belongs to a wide range of groups, and we can evaluate these groups as either positive or negative. Imagine you’ve been brought up in a community where gang membership is a very common practice. You may have been forced into gang life at a very early age. Over time, you may start to see a wide array of problems with gangs, so you may start to devalue the group. In this case, you would have low private collective esteem.

The second factor of collective self-esteem is membership esteem, which is the degree to which an individual sees themself as a “good” member of a group. Maybe you’ve belonged to a religious organization your entire life. Over time, you start to find yourself wondering about the organization and your place within the organization. Maybe you see yourself as having ideas and opinions that are contrary to the organization, or maybe your behavior when not attending religious services is not what the organization would advocate. In this case, you may start to see yourself as a “bad” member of this organization, so your membership esteem would be lower than someone who sees themself as a “good” member of this organization.

The third factor of collective self-esteem is public collective self-esteem, or the degree to which nonmembers of a group evaluate a group and its members either positively or negatively. Maybe you’re a lesbian college student at a very progressive institution where students overwhelmingly support LGBTQIA rights. In this case, the collective views the group that you belong to positively

The final factor of collective self-esteem is importance to identity, or the degree to which group membership is important to an individual. As mentioned earlier, we all belong to a wide range of cultural groups. Some of these groups are near and dear to us, while others are ones we don’t think about very often, so they just aren’t very important to us. For example, if you’re someone who has always lived in Charleston, South Carolina, then being a member of the Southerner cultural group may be a very important part of your identity. If you ended up leaving the south and moving to Oregon, this “southerner” label may take on even more meaning for you and become an even stronger identity marker because your immediate cultural group no longer surrounds you.

There has been a wealth of research conducted on the importance of collective self-esteem on individuals. For example, if you compare your cultural groups as being better than other cultural groups, then you will experience more positive emotions and self-evaluations.10 However, the opposite is also true. Individuals who compare their cultural groups to those cultural groups that are perceived as “betteroff,” tend to experience more negative emotions and lower self-evaluations. As you can imagine, an individual who is a member of a group that is generally looked down upon by society will have a constant battle internally as they battle these negative emotions and subsequent lower self-evaluations because of membership within a cultural group.

You may be wondering how this ultimately impacts interpersonal communication. Research has examined how an individual’s collective self-esteem impacts their interpersonal interactions.11 The researchers found that “during interactions in which multicultural persons felt that their heritage culture was being positively evaluated, they were more likely to perceive the interaction as intimate, they disclosed more and perceived their interaction partner as more disclosing, they enjoyed the interaction more, and they were more likely to indicate that they felt personally accepted.”12 Furthermore, individuals with high collective self-esteem generally had more favorable interactions with people of differing cultures. On the other hand, individuals who had low levels of public collective self-esteem tended to recall less intimate social interactions with people from different cultures. As you can see, cultural self-esteem is an essential factor in our intercultural interactions with other people. For this reason, understanding how we view our cultural identities becomes very important because it can predict the types of intercultural interactions we will ultimately have.

Stereotypes are “a set of beliefs about the personal attributes of a social group.”13 Many people immediately hear the word “stereotype” and cringe because it’s often filled with negative connotations. However, not all stereotypes are necessarily wrong or bad. Some stereotypes exist because they are accurate.14 Often groups have real differences, and these differences are not bad or wrong; they just are. Let’s look at a real stereotype that plays out. When people hear the words “flight attendant,” they generally associate females with the term. In fact, in the 1980s only 19% of flight attendants were male, and today 26% of flight attendants are male.15 Are all flight attendants female? Obviously, not; however, the majority of flight attendants are female. We call these types of jobs sex-segregated because the jobs are held overwhelmingly by one biological sex or the other when there is no real reason why either sex cannot be effective within the job. However, many also hold the stereotype that flight attendants are all young. Although this was historically true, the ages of flight attendants has changed: 16-24 year olds (4.9%), 25-34 year olds (16.8%), 35-44 year olds (29.7%), 45-54 year olds (28.2%), and 55+ year olds (21.4%).

As you can see, the overwhelming majority of flight attendants are 35 years of age or older. Almost half of flight attendants today are over 45 years of age. In this case, the stereotype of the young flight attendant simply doesn’t meet up with reality.

Furthermore, there can be two distinctly different types of stereotypes that people hold: cultural and personal. Cultural stereotypes are beliefs possessed by a larger cultural group about another social group, whereas personal stereotypes are those held by an individual and do not reflect a shared belief with their cultural group(s). In the case of cultural stereotypes, cultural members share a belief (or set of beliefs) about another cultural group. For example, maybe you belong to the Yellow culture and perceive all members of the Purple culture as lazy. Often these stereotypes that we have of those other groups (e.g., Purple People) occur because we are taught them since we are very young. On the other hand, maybe you had a bad experience with a Purple Person being lazy at work and in your mind decide all Purple People must behave like that. In either case, we have a negative stereotype about a cultural group, but how we learn these stereotypes is very different.

Now, even though some stereotypes are accurate and others are inaccurate, it does not mitigate the problem that stereotypes cause. Stereotypes cause problems because people use them to categorize people in snap judgments based on only group membership. Going back to our previous example, if you run across a Purple person in your next job, you’ll immediately see that person as lazy without having any other information about that person. When we use blanket stereotypes to make a priori (before the fact) judgments about someone, we distance ourselves from making accurate, informed decisions about that person (and their cultural group). Stereotypes prejudice us to look at all members of a group as similar and to ignore the unique differences among individuals. Additionally, many stereotypes are based on ignorance about another person’s culture.

Try this exercise: picture someone named Mel. OK, now picture someone named Hillary. What did the people you pictured look like? The immediate impressions we get in our minds occur because of stereotypes we associate with these words. One of our authors has a cousin named Melanie, who is often called Mel by the family, and our coauthor had a close friend in college, who was a male, named Hillary. This simple exercise demonstrates how often and easy it is for stereotypes to enter into our heads.

Another function of culture is that it helps us establish norms. Essentially, one’s culture is normative,16 or we assume that our culture’s rules, regulations, and norms are correct and those of other cultures are deviant, which is highly ethnocentric. The term ethnocentrism can be defined as the degree to which an individual views the world from their own culture’s perspective while evaluating other cultures according their own culture’s preconceptions, often accompanied by feelings of dislike, mistrust, or hate for cultures deemed inferior. All of us live in a world where we are raised in a dominant culture. As a result of being raised in a specific dominant culture, we tend to judge other cultures based on what we’ve been taught within our own cultures. We also tend to think our own culture is generally right, moral, ethical, legal, etc. When a culture appears to waiver from what our culture has taught is right, moral, ethical, legal, etc., we tend to judge those cultures as inferior.

One of our coauthor’s favorite examples of the problem of ethnocentrism comes from the MTV television show Road Rules: The Quest. In one episode, one of the contestants, Ellen, is walking around in Marrakech, Morocco, wearing very short shorts. In an Islamic country where a woman wearing revealing clothing is a violation of Islamic law, Ellen was violating the culture’s dress code. To this end, some of the villagers in Marrakech took it upon themselves to correct Ellen’s nonverbal behavior by throwing rocks at her. Of course, Ellen just couldn’t understand why these male villagers were throwing rocks at her. Although throwing rocks at another person should be viewed as universally inappropriate, Ellen’s ethnocentric behavior and complete lack of understanding of Muslim countries were also inappropriate. Ellen was walking around in a foreign country and was completely unaware that she presented herself in public was seen as an insult to Allah and society. Admittedly, this episode aired in July 2001, so we were just a few short months before 9-11 and the public awakening to a whole range of issues occurring in the Middle East.

The term “America” is thought to have been a mistake made by a cartographer in 1507 named Martin Waldseemüller, a cleric in the cathedral village of St.-Dié, France. Martin created what is considered to be the “birth certificate of America” by creating a map charting what was the known world at the time. You can view this map on the U.S. Library of Congress’ website (www.loc. gov/resource/g3200.ct000725/).

When looking at this map, look to the bottom left-hand side of the map; you will see the inscription “America.” This label was assigning credit for finding South America to Amerigo Vespucci instead of Christopher Columbus.

At the same time, ethnocentrism isn’t 100% a horrible thing either. Shortly after 9-11, a flag shortage occurred in the United States because people wanted to display our unity and pride during those horrible days after the atrocities that occurred on U.S. soil. Patriotism is a more mild form of ethnocentrism. The fact that we view ourselves as “American” is even somewhat ethnocentric because technically there are three rather large countries that are all in North American and 13 in South America. By definition, we’re all Americans. However, U.S. citizens have clung to the title “American” without ever giving thought to those other countries that exist on these two continents. Here’s another interesting fact. I was recently surfing the Internet looking for uses of the word “American” for this chapter. Here is one I found from a protestor in Alabama, “We live in America. We speak American.” I’ll give the speaker the benefit of the doubt and believe she meant we speak English, which is true for the majority of citizens in the United States (78.1% according to U.S. Census data from 2021, https://data.census.gov/cedsci/). However, more people in North and South America do not speak English when compared to those who do.

Key Takeaways

• Collective self-esteem is an individual’s self-worth or self-image that stems from their interaction with others and evaluation of their various social groups. Some groups we hold tightly to, while we only see ourselves as peripherally associated with others. Research has shown that there are four significant parts to collective self-esteem: private collective esteem (positive or negative evaluation you have a group), membership esteem (the degree to which you see yourself as a “good” member of a group), public collective esteem (how the public views the group you belong to), and importance to identity (importance of group membership to you).
• Stereotypes are beliefs that we hold about a person because of their membership in a specific cultural group. Although some stereotypes are accurate, many stereotypes that we may possess are based on faulty information or overgeneralizations of entire groups of people. Interpersonally, stereotypes become problematic because we often filter how we approach and communicate with people from different cultures because of the stereotypes we possess.

Exercises

• Think about a group that you currently belong to and consider the collective selfesteem you have for that group. How do you view this group in all four types of esteem: private collective, membership, public collective, and importance to identity?
• List the various stereotypes that you can think of for the following different groups: Gay Male, Transgendered Male, African American Male, Hispanic Female, White Male, and Pakistani Female. How do you think these stereotypes would impact your interpersonal interactions with people from these different groups?
• Think about ethnocentrism in your own life. When do you think ethnocentrism helps you have collective self-esteem, and when do you think it leads to prejudice?