By Fred E. Jandt.This textbook challenges students to develop cultural competency by developing an understanding of how we perceive and react to cultural rules – not only those of others, but also our own. Going beyond an "American" assessment of the field, this textbook assumes that no culture is privileged over another, be that culture from across the globe or a subculture or subgroup around the corner. Issues of identity, nationality, assimilation, and inter-group relations promote appreciation of diversity among people.