Ethnocentrism is the name given to a tendency to interpret or evaluate other cultures in terms of one's own. This tendency has been, perhaps, more prevalent in modern nations than among preliterate tribes. The citizens of a large nation, especially in the past, have been less likely to observe people in another nation or culture than have been members of small tribes who are well acquainted with the ways of their culturally diverse neighbours. Thus, the American tourist could report that Londoners drive "on the wrong side of the street" or an Englishman might find some customs on the Continent "queer" or "boorish," merely because they are different. Members of a Pueblo tribe in the American Southwest, on the other hand, might be well acquainted with cultural differences not only among other Pueblos but also in non-Pueblo tribes such as the Navajo and Apache. Ethnocentrism became prominent among many Europeans after the discovery of the Americas, the islands of the Pacific, and the Far East. Even anthropologists might characterize all preliterate peoples as being without religion (as did Sir John Lubbock) or as having a "prelogical mentality" (as did Lucien Lvy-Bruhl) merely because their ways of thinking did not correspond with those of the culture of western Europe. Thus, inhabitants of non-Western cultures, particularly those lacking the art of writing, were widely described as being immoral, illogical, queer, or just perverse ("Ye Beastly Devices of ye Heathen").Cultural RelativismIncreased knowledge led to or facilitated a deeper understanding and, with it, a finer appreciation of cultures quite different from one's own. When it was understood that universal needs could be served with culturally diverse means, that worship might assume a variety of forms, that morality consists in conforming to ethical rules of conduct but does not inhere in the rules themselves, a new view emerged that each culture should be understood and apprec...
