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The Perception

on

Xenocentrism of the

3rd Year Hotel and Restaurant


Management Students
in the

University of Cebu-Banilad
School Year 2008-2009
The Problem

and its

Scope
Rationale
 Culture
- Society’s social heritage
- system of ideas, values, beliefs,
knowledge, norms, customs, and
technology
- defines the food that is eaten, way of
clothing, music, dance, games played,
and how to express emotions
 Culture

- the bases of what is good or bad,


what is right or wrong
Perception on Culture
 Ethnocentrism
-belief that one’s culture is superior
to others.
 Cultural Relativism
-the function, meaning, and
desirability of a trait depend upon its
culture setting.
Xenocentrism
 It is the belief that what is foreign is
best, that one’s own lifestyle, products,
or ideas are inferior to those of others.
(Eshleman, Cashion)

 It is the convection that the exotic has


a special charm which the familiar can
never achieve.
Examples of
Xenocentrism
 preference of imported products
while turning backs on local ones.
 love of foreign people, manner, and
culture
 the thought that whiter complexion is
prettier than dark complexion.
Theoretical Background
Eshlemen; Cashion
 Xenocentrism is based on glamour of the
strange and faraway and the prestige of
the distant centers, supposedly removed
from the sordid limitations of one’s own
community.
 The strange, distant, and exotic are
regarded as having special value.
 In some instances, feelings of
xenocentrism are so strong that people
reject their own group.
Fullmer
 Xenocentrism results from an attempt on
the part on individual to correct one’s own
ethnocentrism.
 Unhealthy excesses in Xenocentrism may
lead to what is so called Cultural Bias.
 Numerous such biases are alleged to exist,
concerning cultural norms for color,
location of body parts, mate selection,
concept of justice, and logical validity,
acceptability of evidence, and taboos.
Nortom; Paul
 People are inclined to assume that
foreign products are superior
because the lure of foreign label.
 The real question to ask is whether
these products are actually superior
or is it simply the lure of a
fascinating, distant exotic culture
that attracts people.
Panopio; Macdonald
 In the Philippines, some people
manifest a mania for imported and
foreign lifestyles.
 This may have brought about by the
past colonization of the Philippines
and the socio-cultural imposition of
the west. This attitude is called
colonial mentality.
Santos; Cuyugan
 The Filipino did not have the chance to pull
together the shreds and patches of his cultural
traditions.
 He has been too busy keeping up with the
invading Joneses from across the sea.
 The Filipino is more likely to use the standards
from outside his cultural system, standards that
contravene, even debase his own.
 The true good, good, and beautiful to the
Filipino is what look Caucasian.
Doronila
 In her study, it was observed that a number of
young people focus their goals on going
abroad after graduation believing that is more
exciting to live in foreign lands and that they
can easily earn money abroad.
 It was concluded that the students were
unfocused and there was no organization of
attitudes which may be called Filipino Identity.
The Problem
Statement of the
Problem
The main purpose of this study is to determine
the perception on Xenocentrism of the 3rd Year
HRM Students of the University of Cebu-Banilad
Campus school year 2008-2008

This study will specifically lead to answer the


following questions:
1. What is the respondent’s profile in terms of:
- Gender
-Religion
-Socio-economic Status

2. How do respondents perceive Xenocentrism?

3. Based on the findings of the study, what


recommendations may be proposed?
Significance of the Study
The following people that will be able to benefit
from the study:
 Faculty
 Students
 Filipino People
 Future Researchers

The study is important especially for today’s


generation because it discusses the effects of
Xenocentrism. The study will help people
understand that one’s own culture is not
inferior but rather unique.
Research
Methodology
Research Method
 Descriptive-normative Survey
Method was used since the study is
concerned about attitude towards
culture.

 Respondents were chosen randomly.


Research Environment
 The study was conducted in the
University of Cebu Banilad Campus.
It is the youngest campus of the
university which was established last
2002. It is located in Kasamabagan,
Cebu City along the Banilad Road.
Research Respondents
 The respondents are composed of 3rd
year HRM students from the
University of Cebu-Campus.
 The researchers used the Random
Sampling Method.
 Sample size is sixty (60).
Research Instrument
 A questionnaire was prepared and
reproduced by the researchers.
Sociology books and the Internet was
used to served as references.
 The first part of the questionnaire
contains the basic information of the
respondents. Summated questions
were on the second part.
Research Procedure
 With the authorized approval, the
researchers were able to conduct the
study. Questionnaires were distributed
to the students during class hours and
free time.

 The following formulas were used to


interpret the data gathered.
P = f/n (100)
where in: P = Percentage
f = Frequency
n = total number of
respondents

Weighed Mean:
Xw = Σfw/n
where in: Σfw = the sum of all
scores
Research Flow
Input Process Output
Profile Gathering Recommendat
ion
•Gender Presentation
•Religion Analysis of
Data
•Socio-
economic
Status
Perception
on
Xenocentr
Presentation, Analysis, and
Interpretation
Table 1. Gender Profile
Gender Frequency
Percentage
Male 21 35%
Female 39 65%
Total 60
100%
Table 2. Religion

Religion Frequency
Percentage
Roman Catholic 54
90%
Bible Baptist 4
6.67%
Protestant 1
1.67%
Christian Born Again 1 1.67%

Total 60%
Table 3. Socio-Economic Status
Socio-economic StatusFrequency
Percentage
Upper Class 4
6.67%
Middle Class 55
91.67%
Lower Class 1
1.67%
Total 60
100%
Table 4. Perception on Xenocentrism (Weighed Mean)
Statements SA A N D SD
1. I like to buy imported goods /
because it is today’s trend.
2. I find imported products and styles /
better than local ones.
3. I tend to pay more attention to /
Imported goods than locally made ones.
4.Local products are out of style. /
5. I prefer Hollywood movies to local /
ones.
6. I find local movies cheap and trying-hard. /
7. There are situations where I feel /
ashamed of my culture.
Statements SA A N D SD
8. Sometimes I wish I belong /
to another culture.
9. The American culture is generally
/
more admirable than the Filipino
culture.
10.I am in favor of pre-marital sex. /
11.I feel that there are a very few /
Things about the Filipino that I
Can be proud of.
12.I feel being a Filipino is a curse. /
13.I want to marry a foreigner. /
14.I would like to have a skin-tone that is /
Lighter than what I have.
Statements SA A N D
SD
15. I find people who have bridged noses /
More attractive than people with Filipino
Noses.
16. I want to work abroad after /
Graduation
17. I want to migrate to another /
Country to experience the climate
And culture there.
Summary, Findings,
Conclusion, and
Recommendation
Summary
The main purpose of the study was to
determine the perception on Xenocentrism
of the 3rd year HRM students of the
University of Cebu-Banilad Campus School
year 2008-2009.

Moreover, this study sought to answer the


following questions:
1. What was the respondent’s profile in
terms of:
- Gender
-Religion
-Socio-economic Status

2. How do respondents perceive


Xenocentrism?

3. Based on the findings of the study, what


recommendations may be proposed?
Findings
 Most of the respondents are female that belonged to the
Roman Catholic faith and most of them are in the middle
class income family.
 The respondents are neutral both in local and imported
products. They were also neutral when it comes to movies
and entertainment.
 The respondents find lighter skin tone and bridged nose
more attractive compared to what the natural Filipino has.
 Most of the Filipino want to work abroad after graduation.
Some wants to migrate to other country to experience the
climate and culture in that country.
 The respondents are not totally shameful of the Filipino
Culture.
Conclusion
Based on the findings in this study, the researchers,
conclude that the perception on Xenocentrism of the
3rd year HRM students is neutral. They prefer both
local and imported products. Some wants to have
lighter skin tone and bridged noses. . Most of them
want to work abroad and some wants to completely
migrate to another country.
The Respondents'’ so called Filipino Identity still exist
but is slowly vanishing due to the influences of the
foreigners especially in the way of clothing and
appearance.
Recommendations
Through these findings, the researchers
came up with the following
recommendations
 The university must support cultural
activities. The students must be exposed
to culture either by art exhibits or cultural
shows which will reflect the Filipino way of
life. The purpose of these activities is not
just to entertain, but also to educate.

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