No, I really do mean 'ethnocentric', in that we tend to look at the world through our understanding. I guess it really does mean self-centered though, now that I think about it. It just sounds better than self-centered!
"Ethnocentric" means concerned with or centered around an ethnicity or race. "Egocentric" means concerned with or centered around one's self.
Either one might be what you were wanting to use - it's just that more people use "egocentric".