Anthropology: study of the full scope of human diversity, past and present, and the application of that knowledge to help people of different backgrounds better understand one another: brief background. 18th and 19th centuries technological breakthroughs in transportation and communication transformed long-distance movement of people, goods, and information. Applied anthropology work outside of academic settings to apply strategies and insights of anthropology directly to current world problems: anthropology"s unique approach. Challenges to move beyond ethnocentrism appreciate, understand, and engage the diversity of human cultures in increasingly global age. Ethnocentrism: belief that one"s own culture or way of life is normal and natural; using one"s own culture to evaluate and judge the practices and ideals of others. Anthropology has built on key concerns of early generations to develop set of characteristics unique among social sciences: anthropology is global in scope. Anthropology is not constrained by geographic boundaries. Embraces the full scope of humanity: anthropologists start with people and their local communities.