This post highlights the work required of my SA 202: Introduction to Anthropology students. Students were given the opportunity to explore a different culture through two lenses, cultural relativism and ethnocentrism, and through this exercise learn about themselves and the other culture. Several students were given the opportunity to have their exemplary work featured on the blog, and the students who provided permission have their work featured here in this and the following blog posts. Please show your appreciation for their work through the comments.
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| Screenshot of Amaya participating in the "Stand on Business" challenge in Love Island USA |
By: Maryah Hoback-Blair
The way people interact with each other varies depending on where they grew up, how they were taught to interact, and the cultures they are surrounded by. While these all play a role in interpersonal interactions, there are different ways people interpret the interactions and languages of those from different cultures. Cultural relativism and ethnocentrism are aspects that numerous anthropologists use to help understand one's feelings about others’ cultures and the reactions one has to what another individual does.
In the seventh season of Peacock’s popular reality TV show Love Island USA there were a variety of games the contestants played throughout the season; however, one game, “Stand on Business,” contained an intense interaction between the show's stars. During this game contestants were allowed to anonymously share their feelings, questions, and comments about others in the villa. One contestant, Amaya (a Latina American woman), read a comment that stood out to everyone. The card read, “You cry more than needed. You try to move too fast for everyone,” and after reading the card Amaya was visibly upset. It was revealed that another contestant, Austin (a white American man), had written the comment (Thursby, 2025). Other individuals, including Bryan (a Latino American man), then came to Amaya's defense (Thursby, 2025). Although Amaya, Austin, Bryan, and the show’s other contestants had different ways of interpreting the situation, this paper will focus on the main two types of interpretation: cultural relativism and ethnocentrism, what these are, and how each contestant's reaction fits into the two categories.
In the book Anthropology: Asking Questions About Human Origins, Diversity, and Culture ethnocentrism is defined as “the assumption that one’s own way of doing things is correct, while dismissing other people’s practices or views as wrong or ignorant” (Fuentes, Vivanco, Welsch, 2017, pg. 11). In contrast to ethnocentrism's definition, cultural relativism is described as “the moral and intellectual principle that one should withhold judgement about seemingly strange or exotic beliefs and practices” (Fuentes, Vivanco, Welsch, 2017, pg. 12). Anthropologists traditionally use culture relativism to avoid misunderstanding or misinterpreting the practices and traditions of other cultures. They also try to use culture relativism to gain a better understanding of the diversity of different cultures and why individuals communicate and interact in the ways they do (Fuentes, Vivanco, Welsch, 2017).
Both ethnocentric and culturally relativistic interpretations can be derived from the scenario provided above. Individuals can interpret Austin’s reaction to Amaya's use of “Babe, mi amor, and mi vida” along with her passionate and intense feelings conveyed in her speech as an ethnocentric reaction to the situation (Thursby, 2025). He was quick to judge Amaya for sharing her feelings and emotions in a way that he was not used to and stated how uncomfortable it made him and the other contestants. Austin viewing Amaya’s language and emotions in a judgmental way is that of a typical ethnocentric reaction. Austin is likely used to women in his life not using words like “babe” and “my love” in reference to everyone; therefore, he automatically assumed Amaya was trying to flirt with or was getting too close to the other contestants, even though her usage of these words and sharing her feelings is something that is normalized in her Hispanic culture. Austin’s ethnocentric reaction ultimately created a barrier between him and Amaya and did not allow for communication and understanding.
While Austin had a more negative, ethnocentric response to Amaya's “intensity of emotions and feelings,” another contestant, Bryan, came to Amaya's defense in a more culturally relativistic way (Thursby, 2025). Bryan shared that Amaya’s language and actions are typical and normal in Hispanic culture, and that Amaya should not be judged or put down for sharing her emotions in ways she is used to. He also shared that if Austin wanted Amaya to meet him halfway then Austin would also have to meet her halfway and try understanding the culture she comes from and the influence it has on how she speaks to others (Thursby, 2025). Bryan coming to Amaya’s defense was a culturally relativistic response that allowed the other individuals to better understand why Amaya talked to everyone with so much emotion.
After reviewing both the ethnocentric and cultural relativistic responses the contestants had, it can be interpreted that their reactions are valid and understandable through looking at the cultures they grew up in. If I was in this situation, I would like to try to understand why Amaya used such passionate language. Coming from a household where my mom always says ‘I love you’ when I am leaving, going to bed, or coming home I understand why Amaya was affectionate towards the other contestants. I often tell everyone I love them when I hang up the phone or leave somewhere because that is what I am used to. Amaya may have been surrounded by women in her life that were not afraid to share their feelings and that conceivably made her stronger and more open to sharing her emotions. This approach to Amaya’s language, emotions, and actions can be viewed as a cultural relativistic reaction.
Ultimately, cultural relativism and ethnocentrism influence how we see other cultures daily. By viewing other cultures in a less judgmental and culturally relativistic way we can continue to understand the variety of cultures in the world and how they play a role in our lives and the lives of others.
References
Thursby, B. (Director). Season 7, Episode 26. [TV Series Episode]. In J. Barker, A. Cadman, R.
Cowles, C. Fenster, R. Foster, B. Garrett, D. George, T. Gould, J. Hochman, C.
Rosenthal, B. Schaeffer, A. Sher, M. Spencer, B. Thursby (Executive Producers), Love
Island USA. ITV Entertainment; CBS.
Welsch, R. L., Vivanco, L. A., & Fuentes, A. (2017). What are the four subfields of
anthropology? In Anthropology: Asking questions about human origins, diversity, and
culture. Oxford University Press. ISBN 978-0-19-994759-1
By: Emma Nunamaker
Among the many things that define, divide, and bring together humans, culture is one of the more complex. Love Island USA is a reality television show that, while dramatized, portrays the intricacies of human interaction and how we navigate our differences in search of connection. The following scenario explores cultural differences and how it can impact our perception of others. Through defining and using the lenses of cultural relativism and ethnocentrism, we can dissect this scene and study how it applies to our social lives.
In Season 7, Episode 26 of Love Island USA, Amaya, a Latina American woman, read an initially anonymous remark from Austin, a Caucasian American man. In his remark, he criticized her for being overemotional and intense. Ace, an African American man, added to this criticism by bringing up Amaya’s use of the word “babe” when addressing people, claiming it to be an example of her intense mannerisms (Love Island USA). A Latin American man by the name of Bryan pointed out that in Hispanic cultures it is much more common to refer to people in this way. After some discourse, Amaya ultimately decided to place the criticism aside and cherish this aspect of her personality.
Two terms help understand what happened between these four contestants. The first is ethnocentrism. According to sociology professor and journalist Geraldine Wagner, ethnocentrism is “the tendency to evaluate other cultures based on the standards and values of one's own culture, often leading to perceptions of superiority” (Wagner). On the other hand, cultural relativism is an approach that encourages acceptance and tolerance of cultures we perceive as different. Alexandra Howson, who holds a Ph.D in sociology, frames it as: “a philosophical concept that posits that a person's beliefs, values, and practices should be understood within the context of their own culture, rather than judged against the standards of another culture” (Howson). While it is natural to notice differences in culture and compare them to our own, cultural relativism promotes an unbiased, broader horizon. To embrace this concept, one must be willing to put in authentic research, time, and effort to learn the reasons why certain behaviors exist within a culture.
Applying both philosophies to the Love Island USA scenario allows a more comprehensive understanding of the interaction. Ethnocentrism is represented by Austin and Ace. Both assigned negative connotations with Amaya’s expression of her culture and criticized her on two fronts: her emotional intensity and her language. Austin, either from his environment growing up or external factors, found Amaya’s intensity to be inappropriate and immature. Ace may have found Amaya’s use of “babe” to be oddly intimate and equally inappropriate. While it is natural to react to different experiences with confusion or even hostility, Austin and Ace did not take the time to evaluate their initial feelings and look further than their own sociocultural roots. Austin’s criticisms were aimed at changing Amaya while he expended no effort to change his own bias.
In stark contrast, Bryan represented cultural relativism in his efforts to highlight Hispanic culture and using it to explain her mannerism, language choices, and emotional disposition. In response to Ace’s criticism of Amaya’s language, Bryan stated: “Coming from a Hispanic household, calling someone 'Babe,' 'mi amor,' 'mi vida,' that's just how we talk. You're telling her to meet you halfway; you got to meet her halfway, too” (Love Island USA). He applied the context of the culture to the situation and emphasized that if we want others to understand us, we must put in the effort to understand them as well. As Bryan aptly demonstrated, cultural relativism is curated when we stop, think, research, and ask instead of defaulting to judgment.
My own reaction was a mix of both ethnocentrism and cultural relativism. I, as a Caucasian American woman, am not used to being referred to as “babe” and I would initially feel surprised. This reaction is ethnocentric. Accepting other cultures is not always an easy task and expecting ourselves never to be shocked by new things is unnecessarily pressuring and unproductive. What is more important is how we react to that initial discomfort. In reaction to my shock, I would stop to consider that Amaya grew up in a different culture than mine, and the things that confuse me might make perfect sense to her. My next step would be to ask her in private about it, not necessarily to criticize, but to hear her viewpoint. This represents cultural relativism: an effort to understand, not condemn.
At the end of these confrontations, one of the most important things to remember is that mistakes are opportunities to learn. Although Austin and Ace may not have demonstrated acceptance perfectly, their mistake led to a valuable insight from Bryan into other cultures. This experience will hopefully prompt them to reflect on their initial ethnocentric biases and lean into cultural relativism more in the future. Human error will always be a fact of our social world and giving one another grace for healthy mistakes is as important as reflecting on our own shortcomings. Adopting cultural relativism requires focused effort, and fostering healthy connections with all walks of people is well worth that effort.
Works Cited
Howson, Alexandra. “Cultural Relativism.” EBSCO Information Services, Inc., 2023, www.ebsco.com/research-starters/religion-and-philosophy/cultural-relativism.
Love Island USA, season 2, episode 26, CBS, 1 Jul. 2025.
Wagner, Geraldine. “Ethnocentrism.” EBSCO Information Services, Inc., 2024, www.ebsco.com/research-starters/ethnic-and-cultural-studies/ethnocentrism.
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