The word ‘ethnocentric’ (also ‘Eurocentric’ or ‘Westernocentric’) refers to the tendency to place one’s own social group or nation at the centre of one’s worldview, with all other groups or countries assessed and classified in relation to it. This is a particular pitfall for journalists from the global north covering issues in the global south, who may do this unconsciously – hence the need to be very aware of one’s own assumptions and willing to challenge them in one’s work.