Making assumptions about other societies, based on the norms of one’s own. This may lead to the development of global theories based, for example, on Western conditions. ‘Ethnocentric accounts of “hate” and “love” are continually disingenuous to the flows and rhythms of the development and experience of affective capacities of individual bodies, and thus are negligent in their theoretical project’ (Tolia-Kelly (2006) Area 38, 2).