What do we call the tendency to view one's own culture as the standard by which all other cultures should be measured?

The concept described is known as ethnocentrism, which refers to the belief that one's own culture is superior to others and serves as the standard for evaluating those cultures. This perspective often leads individuals to interpret and judge other cultural practices and beliefs through the lens of their own cultural norms and values. Ethnocentrism can result in a lack of understanding and appreciation for cultural diversity, as it emphasizes a biased viewpoint that ignores the significance of different cultural contexts.

This viewpoint often manifests in everyday interactions and can affect various fields, including sociology and anthropology, as it challenges the understanding of cultural practices by imposing external judgments that may not align with the beliefs of other cultures. Recognizing ethnocentrism is essential for fostering open-mindedness and encouraging more nuanced, empathetic approaches towards cultural differences. Together with concepts like cultural relativism, which advocates for evaluating cultures on their terms, understanding ethnocentrism can be crucial for those entering professions that require cultural sensitivity, such as those in mortuary science and related fields.