Cultural Anthropology
Ethnocentrism and Cultural Relativism
What is Culture
Questions:
1.How does an outsider (i.e. anthropologist)
understand a world completely different from their
own?
2.Is there any value to studying different cultures
around the world?
3.Should we place personal judgements and standards
on other cultures?
4.How does one remain objective when studying other
cultures?
5.Are there elements (universals) that exist in all
cultures?
6.What makes cultures completely different?
7.Are some cultures better than others?
What is your place in the world? How much of the
world do you know?
Do you know Africa?
Africa Statistics
What about the other continents?
http://www.internetworldstats.com/stats8.htm
Largest Cities of the World - (by
metro population)
1. Tokyo, Japan - 32,450,000
2. Seóul, South Korea - 20,550,000
3. Mexico City, Mexico - 20,450,000
4. New York City, USA - 19,750,000
5. Mumbai, India - 19,200,000
6. Jakarta, Indonesia - 18,900,000
7. Sáo Paulo, Brazil - 18,850,000
8. Delhi, India - 18,680,000
9. Õsaka/Kobe, Japan - 17,350,000
10. Shanghai, China - 16,650,000
http://www.worldatlas.com/citypops.html
For anthropologists and other behavioral
scientists, culture is the _____________
_________________________________.
 The term was first used in this way by
pioneer English anthropologist Edward B.
Tylor in his book, Primitive Culture,
published in 1871.
 Tylor said that culture is “that complex
whole which includes ________________
_________________________________
_________________________________
acquired by man as a member of society.”

So what is culture?
Cultural Anthropology
•Is a social science that studies cultures
around the world
•Cultural anthropologists have to remain
_____________________________________
_____________________________________
•The goal of cultural anthropology is to
prevent _________________________ and
instead to promote __________________
_______________________________.
ETHNOCENTRISM
•Ethnocentrism is the belief that one's cultural group is
______________________________________________________.
•We are ethnocentric when we use our cultural norms to make
_______________________________ about other peoples'
cultures and customs.
•Ethnocentrism leads to cultural ________________________
and it often distorts communication between human beings.
CAN YOU THINK OF EXAMPLES?
Some very simple examples of ethnocentric thinking. .. ..
We often talk about British drivers driving "on the wrong side" of
the road. Why not just say "opposite side" or even "left hand
side"?
We talk about written Hebrew or Arabic as reading "backward."
Why not just say "from right to left" or "in the opposite direction
from English."
We consider certain types of art “naive” or “primitive”
While ethnocentric views are not necessarily intended, they have led to major
human disasters throughout history causing
_________________________________________________________________….
CULTURAL RELATIVISM
Anthropologists promote cultural relativism as an approach to
________________________________________.
Cultural relativism is the principle that an individual human's
_______________________________ in terms of his or her own culture.
Cultural Relativist perspective explains human diversity as a logical
outcome of the diverse environments in which humans live.
Therefore, when it comes to matters of right or wrong, there is no fixed
truth but rather all is relative.
What are some examples of ideas that are culturally relative?
FEMALE BEAUTY: is it a cultural universal? Why or Why not?
FE
FOOD?
Video: Why Not Eat Insects? http://www.youtube.com/watch?v=O6GimGZz6a8
SOME AIMS OF CULTURAL ANTHROPOLOGY:
•To provide ____________________________into
other cultures.
•To help preserve valuable knowledge, cultural
practices and languages around the world
•To foster ______________________________,
understanding and collaboration
•To emphasize similarities among human cultures
and help bridge their differences and
misunderstandings
DISCUSSION QUESTIONS:
1.Can you think of examples of universal values that
supersede the particularities of cultures?
2.What are the challenges associated with determining
international standards for morality within cultural
relativism?
3.What are the benefits of cultural relativism?
4.What would you say are the deficiencies or dangers of
cultural relativism?
What do you define as Canadian culture?
 What symbols are connected with
Canadian identity?
 What is the difference between cultural
mosaic and melting pot?
 Is it cool to be “proud to be Canadian”?

What is Canadian Culture?
Hey. I'm not a lumberjack, or a fur trader.
And I don't live in an igloo, or eat blubber,
or own a dogsled.
And I don't know Jimmy, Sally or Suzy
from Canada, although I'm certain
they're really, really nice.
I have a Prime Minister, not a President.
I speak English and French, NOT
American. and I pronounce it 'ABOUT',
NOT 'A BOOT'.
I can proudly sew my country's flag on my
backpack. I believe in peace
keeping, NOT policing. DIVERSITY, NOT
assimilation, AND THAT THE BEAVER
IS A TRULY PROUD AND NOBLE ANIMAL.
A TOQUE IS A HAT, A CHESTERFIELD IS A
COUCH, AND IT IS PRONOUCED
'ZED' NOT 'ZEE', 'ZED'!!!
CANADA IS THE SECOND LARGEST
LANDMASS! THE FIRST NATION OF
HOCKEY! AND THE BEST PART OF NORTH
AMERICA!
MY NAME IS JOE!! AND I AM
CANADIAN!!!!!!!!
Thank you.
The Rant
A Product of Molson Canadian
http://www.youtube.com/watc
h?v=WMxGVfk09lU
Why do you believe the rant was so
effective as an advertising campaign?
 Do you believe it became more than just
a commercial to sell beer? Why?
 What does it say about Canadian culture
with respect to our southern neighbours?

The Rant Cont’d…
Classified – Oh Canada
 http://www.youtube.com/watch?v=XjiwB
wBL4Qo

Is it cool to be Canadian?

What does football
have to do with
culture?
◦ Consider FIFA’s World
Cup
◦ Who’s flag will you fly?

http://www.youtube.com/watc
h?v=GUBpfCHhwbw

http://www.youtube.com/watc
h?v=WkU4upApu8k
Culture Through
Football