A secondary dynamic that follows from cultural relativism is that ethical standards
are subject to change. Robertson and Crittenden suggest that the dynamics of conver-
gence will cause standards and norms everywhere to shift as globalization leads to
common values regarding economic and work-related behavior.^54 This convergence
can be seen in labor-related issues as Western corporations, in response to client
demands, pressure offshore manufacturing sites in Asia to improve employee working
conditions. However, as a cautionary note, we point out that the two authors restrict
this merging of ethics to economic and labor practices. There is little prospect for a
single global culture at this time; indeed, there is some evidence that“globalization of
culture creates heterogeneity, but within the context of one world culture, namely as
local adaptations of world cultural forms.”^55Universalism
Cultural universalism takes a position diametrically opposed to that of relativism.
Universalism maintains that regardless of the people, context, time, or place, there
are immutable universal ethical precepts that apply to all cultures. This stance main-
tains that there is in fact a single set of values, standards, morals, and the like that
weave their way in and out of every culture. In simpler terms, cultural universalism
believes that what is right or wrong, true or false, is applicable to all people every-
where in every circumstance.^56
The problems with the universalism approach seem rather obvious and, like rela-
tivism, underscore the difficulty of deciding on a standard of ethics applicable to all
cultures in every situation. Think for a moment how problematic it would be even to
suggest that there is only one correct way for people to act. Moreover, should the
attempt be made, what criteria would be used to select one culture’s ethical system
and deem it superior to those of all other cultures?
Cultural relativism is often defended because it purportedly results in tolerance, and
cultural universalism is frequently seen as the only way to avoid nihilism.^57 However, it
is not our objective to persuade you to accept the correctness of either ethical relativism
or universalism. Rather, we will defer to the Taoist philosophy, which proposes that
humans exist simultaneously in both a real and an ideal world. That is, the world of
reality is the world that is the one you function in daily. The idealized world is the
world that should be. In the world of reality, ethics and morality are culturally relative.
Perhaps ethics and morality would be
absolute in the world that should be.
But because we live in the world that
is, we will proceed on the assumption,
rightly or wrongly, that ethics and
morality are culturally relative. We
will also take the position that regard-
less of one’s basic philosophical world-
view, ethical decisions are a part of everyone’s daily life. A decision may be as simple as
deciding to confront your best friend over a disparaging racial remark. Alternatively, it
may be as complex as having to decide to report your foreign employer for using bribes
to obtain a contract. With this in mind, we now offer some guidelines that can help
you practice ethical behavior when interacting with people of diverse cultures.CONSIDER THIS
How does universalism differ from relativism? Which do you
believe holds the greater promise for intercultural interaction?402 CHAPTER 11• The Challenges of Intercultural Communication: Managing Differences
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