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Ethnocentrism Scale
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About Ethnocentrism Scale
Scale Name
Ethnocentrism Scale
Author Details
James W. Neuliep and James C. McCroskey
Translation Availability
Not Sure
Background/Description
The Ethnocentrism Scale was developed by Neuliep and McCroskey in 1997 to measure the degree of ethnocentrism, defined as the tendency to view one’s own culture as superior and judge other cultures based on the values of one’s own. Ethnocentrism can influence intercultural communication, perceptions, and behaviors, often leading to prejudice and cultural misunderstandings.
One of the central concepts in understanding outgroup attitudes and intergroup relations is ethnocentrism. Sumner (1906) defined ethnocentrism as “the technical name for this view of things in which one’s own group is the center of everything, and all others are scaled and rated with reference to it” (p. 13). Sumner (1906) argued that ethnocentrism nourished a group’s pride and vanity while looking on outsiders, or outgroups, with contempt. Ethnocentrism is now recognized as a universal phenomenon experienced in all cultures. The Ethnocentrism Scale measures this concept.
This scale seeks to assess both U.S. ethnocentrism (cultural superiority focused on the U.S.) and generalized ethnocentrism (the belief in the superiority of one’s own culture in a broader sense). Ethnocentrism has been studied in various cultural contexts and is relevant in intercultural communication, sociology, and psychology.
Administration, Scoring and Interpretation
- The scale is suitable for adults and adolescents who are studying or working in intercultural contexts or any setting where cultural differences are prominent.
- The Ethnocentrism Scale is a self-report measure consisting of items that examine individuals’ attitudes toward their own cultural group and other cultural groups.
- Respondents are asked to rate their level of agreement with a series of statements regarding their attitudes toward other cultures and their own.
- The scale typically includes questions about national pride, cultural superiority, and acceptance of people from different cultural backgrounds.
- The scale uses a Likert-type format, with response options ranging from strongly disagree to strongly agree.
Higher scores indicate a higher level of ethnocentrism—a stronger belief in the superiority of one’s own culture and a more negative view of other cultures. - The scores can help identify individuals’ levels of ethnocentrism, which may influence their interactions in multicultural environments. Higher scores suggest greater cultural bias and potential difficulties in cross-cultural communication.
Reliability and Validity
The Ethnocentrism Scale has demonstrated strong psychometric properties. It has been shown to have high internal reliability and has been validated across different cultural contexts, confirming its cross-cultural applicability. The reliability of the scale determined by Cronbach’s alpha was .92. Full description available in Neuliep, J. W. (2002). Assessing the Reliability and Validity of the Generalized Ethnocentrism Scale, Journal of Intercultural Communication Research, 31, 201-215.
- Reliability: Neuliep (2002) found that the scale exhibits high internal consistency, making it a reliable measure of ethnocentrism.
- Validity: The scale’s construct validity is supported by its strong correlation with other measures of cultural bias and intercultural communication barriers.
Available Versions
22-Items
Reference
Neuliep, J. W. (2002). Assessing the reliability and validity of the generalized ethnocentrism scale. Journal of Intercultural Communication Research, 31(4), 201-215.
Neuliep, J. W., & McCroskey, J. C. (1997). The development of a US and generalized ethnocentrism scale. Communication research reports, 14(4), 385-398. Also click here for more info
Important Link
Scale File:
Frequently Asked Questions
Q: What does the Ethnocentrism Scale measure?
A: The scale measures the degree of ethnocentrism, or the belief that one’s own culture is superior to others.
Q: Who can use the Ethnocentrism Scale?
A: The scale is suitable for individuals in multicultural or intercultural communication settings, including students, researchers, and professionals working in diverse environments.
Q: How is ethnocentrism different from cultural pride?
A: While cultural pride reflects a positive feeling about one’s culture, ethnocentrism involves the belief that one’s culture is superior to others, often leading to negative judgments of other cultural groups.
Q: How does ethnocentrism impact intercultural communication?
A: High levels of ethnocentrism can create communication barriers, fostering prejudice and misunderstanding between people from different cultures.
Q: Can ethnocentrism be reduced?
A: Yes, ethnocentrism can be reduced through cultural education, exposure to diverse cultures, and developing intercultural competence.
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