During the process of communication the vast majority of people judge cultural values in their own image and likeness. Their ethnic and cultural values serve as a criterion for judgment. Really, it is slightly confusing but the main reason for watching the foreign programming is to let the viewer ‘feel’ ethnocentrism. Some things or even an overwhelming majority of what you will see in the foreign film of program will feel a bit ‘off’ or even downright ‘wrong’ for an average American.This feeling occurs due to ethnocentrism. The paper examines how such an attitude can have influence on an individual’s behavior and response from another culture, how society wide ethnocentrism can affect relationships and understandings of other societies, and how it can have an adverse impact on business practices for multinational corporations. Japanese version of the foreign film “Shall We Dance� will be used as an illustration for some aspects of the paper.
