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In research on non‐Western populations there is a tendency to limit analysis to only gross demographic differences. This has resulted in the serious misconception of an ethnically homogenous population in countries such as Japan and thus masks a critical dimension of the diversity truly extant. This article examines Western research on Japanese views of people of African descent evident prior to 1945. The argument by Western researchers that Japanese are inherently ethnocentric/racist is examined through primary and secondary sources dealing with Japanese contact with Africans. The alternative explanation offered suggests that while the basic structure of ethnocentrism existed before Western contact, there are indications that this structure was given direction and focus (i.e. became racial) with and through that contact. It is suggested that the view acquired by the Japanese of Africans was based in large part on the collective representations presented to them by Euro‐Americans.

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