ASSIGNMENT1 Anthropology

1 ASSIGNMENT 1 Lekisha Malik Course: ANTH-1012-24W-CULTURAL ANTHROPOLOGY Professor: Spencer Brown FANSHAWE COLLEGE: SCHOOL OF INFORMATION TECHNOLOGY HOTEL AND RESORT SERVICES MANAGEMENT (HMT8) January 27,2024

2 Self-Reflection - Ethnocentrism & You Part A: Generalized Ethnocentrism Scale (GENE) Test The following measure of ethnocentrism was developed by sociologists James W. Neuliep and James C. McCroskey (1997). Instructions: Answer the questions honestly. It is composed of 22 statements concerning your feelings about your culture and other cultures. In the column provided to the right of each item indicate the degree to which the statement applies to you by marking whether you ( 5) strongly agree, (4) agree, (3) are neutral, (2) disagree, or (1) strongly disagree with the statement. There are no right or wrong answers. Work quickly and record your first response. Some of the statements are similar. Remember, everyone experiences some degree of ethnocentrism. (5 marks) 1 Most other cultures are backward compared with my culture. 2 2 My culture should be the role model for other cultures. 2 3 People from other cultures act strange when they come into my culture. 4 4 Lifestyles in other cultures are just as valid as those in my culture. 4 5 Other cultures should try to be more like my culture. 2 6 I’m not interested in the values and customs of other cultures. 3 7 People in my culture could learn a lot from people of other cultures. 5 8 Most people from other cultures just don’t know what’s good for them. 4 9 I respect the values and customs of other cultures. 5 10 Other cultures are smart to look up to our culture. 3 11 Most people would be happier if they lived like people in my culture. 4 12 I have many friends from other cultures. 5 13 People in my culture have just about the best lifestyles of anywhere. 3 14 Lifestyles in other cultures are not as valid as those in my culture. 3 15 I’m very interested in the values and customs of other cultures. 4 16 I apply my values when judging people who are different. 2 17 I see people who are similar to me as virtuous. 3 18 I do not cooperate with people who are different. 1 19 Most people in my culture just don’t know what is good for them. 3 20 I do not trust people who are different. 2 21 I dislike interacting with people from different cultures. 1

4 Part B - Assignment #1 Self Reflection Ethnocentrism & You Worksheet After completing Part A (GENE scale test) answer the following questions: (35 marks total). Note: The use of AI is strictly prohibited for this assignment. It is a personal reflection and MUST be in your own words. 1. Watch the Cadillac ELR Coupe 2014 Commercial through the link provided in the outline or https://youtu.be/xNzXze5Yza8 What exactly makes this commercial ethnocentric? Do not confuse commercial ethnocentrism with this analysis. You must WATCH the commercial and use your understanding of ethnocentrism from the course content to analyze this. Explain in your own words. (10 marks) Ethnocentric refers to evaluating other peoples and cultures according to the standards of one's own culture. Whereas ethnocentric marketing to the market where a company assumes that their traditions and strategies will be universally accepted and followed in all the markets. This approach often reflects the values, cultural norms, and likings of the company's home market. After watching this video it was evident that the commercial was ethnocentric as it reflects and promotes a biased perspective about his own believes of not taking off and working as hard as possible to get the best results while devaluing and disregarding other country’s cultures of taking an off in august. In my opinion, one should respect others norm and cultures. 2. Have you ever experienced or witnessed ethnocentrism? Please explain what happened and why this was ethnocentric. If you cannot think of one from your own experience, find an example of ethnocentrism in the news, social media, or pop culture and explain why it is ethnocentric. Your example must be original and not one previously discussed in class content. ( 5 marks) By the age of 19, I never felt ethnocentrism with or around me, but yes there was an incident involving a multinational corporation launching an advertising campaign that received criticism for being ethnocentric. (Drew, 2023) The campaign featured a product with messaging and imagery that assumed cultural norms and preferences without considering the diverse backgrounds of its global audience. The advertisement featured a family get-together that emphasized certain cultural norms, but it presented these practices in a way that implied they were applicable to everyone. The content ignored the differences in customs and values among other cultures and failed to acknowledge the diversity of its consumer base.

5 Because the campaign anticipated that the cultural allusions and preferences shown in the advertisement would be widely understood and enjoyed, critics claimed that it was ethnocentric. By failing to take into account the distinct viewpoints of different cultural groups, it could have alienated and excluded some of its clientele. Ethnocentrism in this case was demonstrated by the campaign's lack of cultural sensitivity and awareness, which eventually resulted in unfavourable responses. 3. Take a look at the questions you scored higher on and lower on. Reflect upon your generalized ethnocentrism score from the GENE test, and answer the following questions: a. What have you learned about your own ethnocentric behaviour? Explain in at least 3 full sentences. (5 marks) After answering those 22 questions I experienced that, learning about one's own ethnocentric behavior can be a valuable and enlightening process. It can help in various ways like: 1. Cultural Awareness: It helped me in understanding different and various cultures apart from mine. It helped me developing a more open and inclusive mindset. 2. Embracing Diversity: Embraced the differences which enriches personal experiences and promotes a more inclusive and tolerant society for future. 3. Avoiding Stereotypes: It often involves generalizing or stereotyping people from other cultures. And make us help in avoiding barriers among different cultures. b. List three questions you scored higher on and/or wish to work on to lower your score. For each of the three questions, explain what specific actions you could take. (5 marks) a. Question 1 b. Question 2 c. Question 3 a. People in my culture could learn a lot from people of other cultures: It is true that every culture hold their own specifications and ability which makes them different from other cultures. Hence, the best one can do is, love their own culture and feel it is the best, which will eventually make me and others think that what I have in my culture is sufficient b. People from other cultures act strange when they come into my culture: To limit people from acting strange when they come in a new culture it is essential to promote understanding, proper education, and empathy.

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