Cultural Relativism and Ethnocentrism as Two Alternative Principles of Сross-cultural Communication

Globalization and integration processes in the modern world are developing very dynamically, which leads to the actualization of cross-cultural communication. Cultural relativism and ethnocentrism are the two fundamental principles that ensure the effective interaction of cultures. These two principles fully encompass both the material-rationalistic and the moral-spiritual components that shape the dialogue of cultures. Scientific exploration aims to develop theoretical-methodological and practically oriented guidelines, which will determine the positioning of the principles of cross-cultural communication and allow more effective use of their potential. The key tasks of the modern humanitarian-scientific discourse in the cultural dimension are the reorientation of all existing ideas, principles, and concepts of the synergetic model of development. The methodological arsenal capable of achieving the results of positioning ethnocentrism and cultural relativism in the processes of cross-cultural dialogue is divided into general scientific (analysis, classification, structurization), culturological (communicative linguistics methodology, semiotic), and philosophical (dialect). Prospective directions of research on cultural relativism and ethnocentrism are the search for balances in the use of these principles in the dialogue of cultures. So, in the course of the research, we distinguish the following models of the interrelation of principles of cross-cultural communication- conceptual-synergetic (relativism and ethnocentrism), procedural-dichotomous (relativism vs ethnocentrism), cultural-historical (from ethnocentrism to relativism). The modern interpretation of ethnocentrism and cultural relativism as principles of organization of cross-cultural communication should meet the requirements of the time, namely- dynamism, universality, pragmatism, identity, and efficiency.