People Usually are not Aware of Their Culture

The way that we interact and do things in our everyday lives seems "natural" to us. We are unaware of our culture because we are so close to it and know it so well. For most people, it is as if their learned behavior was biologically inherited. It is usually only when they come into contact with people from another culture that they become aware that their patterns of behavior are not universal.
The common response in all societies to other cultures is to judge them in terms of the values and customs of their own familiar culture. This is ethnocentrism . Being fond of your own way of life and condescending or even hostile toward other cultures is normal for all people. Alien culture traits are often viewed as being not just different but inferior, less sensible, and even "unnatural." For example, European cultures strongly condemn other societies that practice polygamy and the eating of dogs--behavior that Europeans generally consider to be immoral and offensive. Likewise, many people in conservative Muslim societies, such as Afghanistan and Saudi Arabia, consider European women highly immodest and immoral for going out in public without being chaperoned by a male relative and without their bodies covered from head to toe so as to prevent men from looking at them. Ethnocentrism is not characteristic only of complex modern societies. People in small, relatively isolated societies are also ethnocentric in their views about outsiders.

Our ethnocentrism causes us to be shocked andeven disgusted at attitudes about other animals indifferent cultures. This North American woman considers her dog to be a close friend and essentiallya member of her own family. In the Muslim world,dogs are generally considered to be dirty animals thatare likely to be kicked if they get in the way. In someareas of Southeast Asia, dogs have multiple functions,including being a source of food for people.
Our ethnocentrism can prevent us from understanding and appreciating another culture. When anthropologists study other societies, they need to suspend their own ethnocentric judgments and adopt a cultural relativity approach. That is, they try to learn about and interpret the various aspects of the culture they are studying in reference to that culture rather than to the anthropologist's own culture. This provides an understanding of how such practices as polygamy can function and even support other cultural traditions. Without taking a cultural relativity approach, it would otherwise be difficult, for example, to comprehend why women among the Masai cattle herding people of Kenya might prefer to be one of several co-wives rather than have a monogamous marriage.

Masai women
Taking a cultural relativity approach is not only useful for anthropologists. It is a very useful tool for diplomats, businessmen, doctors, and any one else who needs to interact with people from other societies and even other subcultures within their own society. However, it can be emotionally difficult and uncomfortable at first to suspend one's own cultural values in these situations.
From an objective perspective, it can be seen that ethnocentrism has both positive and negative values for a society. The negative potential is obvious. Ethnocentrism results in prejudices about people from other cultures and the rejection of their "alien ways." When there is contact with people from other cultures, ethnocentrism can prevent open communication and result in misunderstanding and mistrust. This would be highly counterproductive for businessmen trying to negotiate a trade deal or even just neighbors trying to get along with each other. The positive aspect of ethnocentrism has to do with the protection that it can provide for a culture. By causing a rejection of the foods, customs, and perceptions of people in other cultures, it acts as a conservative force in preserving traditions of one's own culture. It can help maintain the separation and uniqueness of cultures.