ethnocentrism

The tendency to or practice of interpreting, evaluating, and judging ethnic groups perceived as theory by the standards of one’s own ethnic group. Moreover, it implies that the group performing the judging of the other regard their own standards to be at once ‘higher’ than the other’s and, more importantly, defining the norm. The description of Indigenous Peoples as ‘savages’ and ‘barbarians’ by European explorers and colonizers is a clear example of this bias because there is no recognition whatsoever of the validity of the other’s perspective.