Sociology

This is about different groups considering themselves superior to other groups. Such ethnicity prevails in todays society. And media has more over created stereotypic characters in the society. There are stereotypes in every nation and even people of the same nation do not treat each other with equality due to other standards such as religion, class, creed, color, wealth, background.

Ethnocentrism
Ethnocentrism is when an individual feels their group is superior to that of others in living, values, morals and pattern. It manifests superiority, hostility and hatred in a person. It spawns violence, proselytizing, discrimination and verbal aggressiveness ( Reference, 2010). It may be referred as a disposition to learn the rest of the world, different cultures and traditions by comparing it to ones own psychocultural group. This kind of attitude restricts one to assume that their culture is greatest of all which negates the idea of giving more or equal significance to others culture and traditions. However, the above definition is a strong claim. In Japan, there is a group of people who cannot be distinguished physically from the rest of Japanese natives, yet are treated with hostility and disdain( Williams, p.242) by the majority. This is due to a long history behind it. Another good example of discrimination would be Jews who were brutally treated by Christians and Holocaust is world wide recognized brutal destruction of human being (Weinstein, 1980). Most societies in todays world consist of many ethnic groups such as New York which consists of people of almost of borders. Thus, most societies are known as plural societies. Britain, Asian, West Indian, Italian and German immigrants and considerably more ethnically distinct societies. 

After the colonization most of the states under the rule of Britain, France and other countries are known as post-colonial societies who are more over plural societies (Stone, 1985). Ethnic differences are usually due to unequal wealth, power, color, creed, religion and antagonism between groups. In most prevalent cases minorities are mistreated, and their members are disadvantaged because of discrimination against them. They have more sense fraternity, brotherhood and solidarity and live in close knits. In rare cases like South Africa, white minority over rules black majority. It would be a gross understatement if we associate minority with little importance.

Ethnocentrism refers to actions which happen to be undermining the opportunities open to other groups. An Indian might be refused for a job regardless of his qualification and experience which is given to a white. Frederick Barth (1969) asserts that ethnic groups create boundaries around one another which is often encouraged be less number of intermarriages between different groups, social contact restrictions, less or no trade. These are devices which strengthen the boundaries around ethnic groups so they dont merge. Many around the globe believe that human beings can be separated into biological races. As a matter of fact, unsurprisingly, the majority believes it. Thus, such believes are not always true. When anyone talks of a black guy, curled hair, black skin are the typical characteristics that come to our minds. Unfortunately its not the case always, black living in Australia are observed to have  blond wavy hair usually. Undoubtedly, the word of race is a modern invention but prejudice, discrimination, antagonism is what this world has faced in every era.

Prejudice is a practice of stereotypical minds. People categorize their experiences and judge others according to what they learnt about different things. Sometimes this behavior restricts people from giving a second thought to hat they have already set opinions for. They may be rigid and ill-informed. People tend to justify their actions with what they believe to be true and generalize a groups attitude and ay of thinking. A southern novelist Robert Penn Warren created a black American character named Sambo is one of his novel. In his words

He was a supine, grateful, humble, irresponsible, unmanly, banjo picking,  servile, grinning, slack-jawed, docile, dependent, slow-witted, humorous, child loving, childlike , faithful black servitor who sometimes might step out of character long enough to utter folk wisdom or bury the family silver to save it from the  Yankees . ( Warren, 1963, p.52)

Common Beliefs
Believing that ones religion is the ultimate truth and righteous and considering others religion wrong is a common practice of almost every person. Women still fighting for their rights is another example demonstrating ethnocentrism. Discrimination may be positive or negative still something that separates a minority from merging into the majority. Social classes, distribution of wealth and money defines a wide line which creates social discrimination and prejudice against classes. When you watch advertisements and see only slim and smart girls who are perfect in their looks is again a common prejudice. Reading a brochure and  you see  people of a specific color is not always a discrimination, yet  many at times it is. When cops find people with beard and a specific dress code suspicious, criminals and gangsters and involved in underground are all common practices in every society.

Such examples are seen and observed by us in our daily lives, many people face racism everyday. How much importance does anyone give to a dying butler as compared to an ill billionaire

Media and Ethnocentrism
Media has been responsible for creating stereotypic characters. Blond would be portrayed dumb-witted, Indian would be silly as always, and etc.

Traces of ethnocentrism can be found in the history of media. In most of the movies white Caucasian usually male would be given a leading role. Afro-American would be regards as lesser people of the society. Thus, it is not harmful but yes sometimes it creates a rigid behavior towards others. People start expecting the same attitude from those people for whom they have already set opinions.

In few cases ethnocentrism is seen a positive attitude. It makes a group more attached to one another, and live with solidarity, fraternity, brotherhood and help each other in difficult times. There are many minority groups who are afraid to go extinct, thus, they promote marriages with in their groups and  strongly discourage intermarriages. They would disregard anything that would go against their group. They will give jobs to their people first and help one another instead of others. Sometimes it is seen a negative attitude towards others. It spawns discrimination and less opportunities are offered to people of other ethnic backgrounds. Black people in the history of America suffered from racism, hostile behavior of the white Americans. Ethnocentrism along with itself engenders discrimination, racism, antagonistic attitude toward others. Such attitude towards minority, women and other weak groups shows unequal behavior. Women in media are portrayed as Sex objects. Megan Fox once asserted that she considered it strange to be shown naked in her undergarments in mens magazines. Women shown is mens perfumes, deodorants, undergarments and other advertisements are purely nothing more than sex objects. This is definitely demeaning the self-esteem of women. Not only that but other ethnic groups also suffer from racism. Women in particular suffers a great deal of discrimination. Be it any job, class, media, any place as compared to men she is given a specifically low or a certain attribute. There are glass escalators for men to jump up to any field or job they want. It is men holding grudges against women in particular who doesnt believe in giving equal importance to men. In US the media is particularly more ethnocentric as compared to the rest of the world even Canada. American News in special particularly puts a strong emphasis on their natives point of view and holds on to it. The news is biased and based on strong and overt patriotism. The sense of ethnocentrism in Canada is however, on a great level. Canada is considered to be a multi-cultural country having so many ethnic groups residing there for years and years. They have their strong base in Canada. True that minorities do feel discriminated by majority. A survey was conducted with the title of  Inter ethnic Attitudes in Canada  which carried out results. The results showed that there were many natives who would no feel comfortable around many ethnic minorities. No certain group was pointed out. The behavior varies from person to person. It cannot be generalized according to the studies of Berry and Kalin (1979) . And the other approaches says that it is generalized and the aggregated results are taken out no matter what an individual alone says because majority affects.

US on the other hand is a mixture of groups of people from around the globe. Today in New York , every 4th person is either Spanish or Asian. And the natives have embraced the fact that the place attracts so many groups to settle their and live. Although there are still people who do not welcome people who belong to other ethnicity. Many at times minorities have to suffer scorn, hostility and rigidness by the natives who think of themselves superior to them. Even in jobs, most of the Asians either drive cabs, own shops or work for Macdonald and etc. There are less Asian who are in counting of elites. Usually high-paid jobs and white color jobs are for the white native. And those of other minority group usually work under white people. This shows tolerance and how much equality they are given. This kind of behavior takes us long back to the rich history of civilizations. Colonization is one of the main factors that lead to the creation of oriental ism and ethnocentrism. When people who belonged to post-colonial world tried to come out of their comfortable shells and for better living and learning migrated to Canada, US, Europe and Australia and etc. In Canada back in 1960s and 1970s, the Indians were not given equal importance and even in white schools they were not given admissions and were scorned. They started coming altogether as one group and building their own way to live their comfortably. This is the origin of Ethnocentrism and since then it has been observed all across the world in every country. Because of this people of minority groups started thinking highly of themselves which never happened before and they strive together. There are many groups who promote their own culture worldwide. Media on the other hand promotes ethnocentrism. It will never give a pause to it.

On the whole ethnocentrism is positive as well as negative like every other thing. It is just that it varies from culture to culture. Minorities are usually suffer from rigidness and inequality. It shows that the majorities do not want the ethnic minorities to lead and enter into their lives and stand equal. Canada and US are two countries which are contemplated as multicultural. They are plural societies. Media on the other hand has created certain stereotypes which promotes the attitude of thinking in same way and considering lesser people to be  always lesser.