A U.S. sociologist receives a grant to study racial and religious prejudice among the people of Southeast Asia. The sociologist makes a serious and unbiased effort to evaluate the norms, values, and customs of these groups in light of the distinctive cultures of which they are a part.
This is an example of:

A. xenocentrism.
B. ethnocentrism.
C. cultural relativism.
D. cultural deconstruction.