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					GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”   June, 30th 2003




 Mutual Perceptions Research
   What young Germans and Britons think about each others’
   countries. Key-findings.

   Part 1
   Young Britons’ Perceptions of Germany
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                June, 30th 2003



Introduction (1)
Background
                                                                                                2
     Aim of         Providing insights into deeper perceptions and attitudes of young
    Research        British people with regards to Germany and vice versa, incl.
                    examination of factors of influence.

    Approach        Longitudinal Research project.
                    Preliminary step: Two focus groups each in the UK and Germany.
                    Step 1: A quantitative online survey among young people in Germany
                            and the UK. The methodological design includes a lot of
                            unprompted questions to open the survey to a broad range of
                            different opinions.
                    Step 2: A second wave will be conducted in 2004.

                    Sample representative for population aged 16-25.
    Sampling
                    Reached sample size: n=1000 per country.

                    Preliminary step: Mai 7th/8th, 2003
   Fieldwork
                    Step 1: 23rd May - 11th June 2003
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”          June, 30th 2003



Introduction (2)
Questionnaire design - overview
                                                                                          3


                   I      Socio-demographics


                   II     Foreign countries in general
                          Foreign languages


                   III    Aspirations and concerns about the future



                   IV     Perception of Germany
                          The relationship between the UK and Germany
                          Importance of exchanging ideas


                   V     Goethe-Institut Inter Nationes
GfK Group     Ad Hoc Research   „Mutual Perceptions Research UK”                      June, 30th 2003



Introduction (3)
Sample description
                                                                                                        4

                             49,4% male
      Gender
                             50,6% female

                             49,9% 16-20 years
        Age
                             50,1% 21-25 years


                             49,8% Primary/Secondary school completed
    Education                15,6% University completed
                             34,6% Not yet completed school / University


                               12,8%    Schoolboy / schoolgirl / learner at school
                               39,4%    Students at University (or similar)
   Employment
                               34,4%    Full or part-time employee / Trainee
                               13,4%    Others / Not working
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                                     June, 30th 2003


                                                  All in all, what would you say how
Personal future (1)                               optimistic you are with respect to your
                                                  personal future?
                                                                                                                     5

                                  I'm very optimistic                            25               70% more
    Young British look quite                                                                     optimistic
                                                     2                                      45
     optimistic into their
     personal future. About                          3                      21

     70% indicate a positive                         4            5
     general attitude.
                              I'm not at all optimistic       2                                   In %.
    Just 7% are more                                                                             Base: UK total
                                          don't know          2
     pessimistic.                                                                                 (N=1046)

                                                          0           10   20     30   40    50




    Asked for concerns regarding their personal future, just 15% spontaneously mention
     something about job or work (e.g. being out-of-work, not finding the dream job etc.).
     More are afraid of being faced by financial problems (debts) and personal situations
     like illness or loneliness. However, this is all exceeded by more general threats like
     international conflicts, becoming a victim of crime, economical crisis etc. (Among
     young Germans, the fear of being unemployed dominates anything else.)
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                     June, 30th 2003




Personal future (2)

                                                                                                     6
  In the UK, more young people are sure of getting ahead in a prosperous career than
   being afraid of getting out-of-work.
  More than 40% are afraid of becoming a victim of crime, race or gender discrimination
   and getting personally involved in a war. Women tend to feel more helpless in such
   situations than men.
  Young British do not cherish an illusion about the world’s future. Almost 70% do not believe
   that the 21st century will be a century of peace (maybe influenced by the Iraq conflict). In
   addition, 66% disagree with the statement that the world will overcome any religious and
   race discrimination, and more than a half predict increasing threats by AIDS and other
   killer diseases and global environmental degradation. However, international terrorism
   as well as the ongoing process of globalization is not considered as a strong personal
   threat. (The Germans have similar views, even more negative.)
  British young men and women do equally not believe that the world will overcome existing
   gender inequality soon. (Interesting difference: the Germans are much more optimistic on
   that.)
  The European Union is not considered to be very helpful. Less than 30% believe
   that the UK will gain a lot by being a member of the EU, but more than a third think
   that the UK will be negatively influenced by the results of the EU expansion.
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                                June, 30th 2003



Personal experiences                                       How much time have you
with Germany                                               spent in Germany?

                                                                                                                   7
                                                                                               In %.
                                                More than a year                7
    Only 34% of young                                                                         Base: ever
                                               3 months to a year       3                      visited
     British have ever been                                                                    Germany
     to Germany.                   1 month to less than 3 months                         14    (N=377)

    10% have spent more            2 weeks to less than 4 weeks                                   21
     than 3 months in
                                     1 week to less than 2 weeks                                              28
     Germany.
                                                Less than 1 week                                             27
    About 24% have close
     friends or relatives in                                        0       5       10   15   20        25    30
     Germany.
    Just about 14% have
     contact to Germans
     living in the UK.                          50% of young British have no personal
                                                   relationship with Germany.
    And only about 23%
     have some knowledge                           (Vice versa: 64% of the Germans have a
     of the German                                 personal relationship (visits or contacts)
     language.                                     with the UK.)
GfK Group     Ad Hoc Research    „Mutual Perceptions Research UK”                        June, 30th 2003



Perceptions of Germany (1)
Rankings
                                                                                                           8
 Of all countries in the world, which countries are you best informed about? (first mention)
 Of all countries in the world, which countries do you think most highly of? (first mention)
 If you were thinking of going abroad to study or work, which country would you choose first?
 Which country would you consider first for exchanging ideas and experiences?

                                1. USA (30%)
  1. USA (54%)                                               1. USA (37%)         1. USA (38%)
                                2. Australia (15%)
  2. France (10%)                                            2. Australia (18%)   2. Australia (11%)
                                3. Canada (8%)
  3. Ireland (8%)                                            3. Spain (10%)       3. France (7%)
                                4. Spain (8%)
  4. Spain (7%)                                              4. Canada (7%)       4. Germany (6%)
                                5. Ireland (7%)
  5. Australia (4%)             6. France (5%)               5. France (6%)       5. Spain (6%)
  6. Germany (4%)               7. Netherlands (4%)          6. Germany (4%)      6. Canada (5%)
  7. Canada (2%)                8. Germany (4%)              7. Ireland (3%)      7. Netherlands (3%)
   ... best informed ...         ... think most               First choice for    ... exchanging
                                 highly of ...                study or work.      ideas and
                                                                                  experiences.
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                      June, 30th 2003




Perceptions of Germany (2)

                                                                                                      9
  The image profile of Germany does not show many strong characteristics. Obviously,
   young British people do not know much about Germany. It is conspicuous how many people
   are not able to rate Germany e.g. in terms of educational opportunities, respect of human
   rights or protection of environment. This is especially true for women: 30% are not able to
   give any opinion on a statement saying “Germany is among the nations with the highest
   living standard”.
  Asked for German celebrities, 64% of young British do not remember anybody. Claudia
   Schiffer is the only German celebrity mentioned in a remarkable number. (Vice versa, 81%
   of the Germans recall at least one British celebrity).
  Germany is not considered to be very trendy. Young British disagree on “In Germany many
   important trends are set”, and they do not think of Germany as a place of creative arts and a
   lively music scene.
  However, young British have a tendency to consider Germany as a modern and future
   oriented country having high living standards and a good infrastructure. Especially men
   believe that Germany is among the most innovative nations in science and technology.
  More British agree than disagree saying that Germany and the UK do respect
   similar values. However, all in all, German and British people are not considered to
   be alike, although they are seen to be alike in terms of living standard and cultural
   background.
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                           June, 30th 2003


                                                          What would you say are the
Perceptions of Germany (3)                                two most positive/negative
                                                          things about Germany?
                                                                                                           10
  Positive issues with regards to Germany               Negative issues with regards to Germany
  40% Culture                                           42% Culture
      Cultural life, food/drinks, past-war                  Role in 1./2. world war, Nazi past,
      history, education systems, buildings                 language barrier, bad food, bad football
      and towns, sports
  35% Economy                                           34% Mentality
      Stable economy, advanced industry,                    Partly right-wing extremism, racism,
      technology and science, good cars,                    arrogant, superiority complex, impolite
      wealthy country and people                            and rough, no humour
  29% Mentality                                         17% Politics
      Nice and sympathetic, effective, well-                Too much influence within the EU,
      organized                                             don’t like the government
  20% Politics                                          17% Economy
      Good and peaceful foreign politics,                   Bad economic system, high
      committed EU member, powerful and                     unemployment, high cost of living,
      influential country, good protection of               high taxes
      the environment
  8% Geography                                         4% Geography
     Beautiful landscape                                  Unpleasant climate and weather
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                                          June, 30th 2003


                                                    All in all, how would you rate your
Perceptions of Germany (4)                          personal overall opinion regarding
                                                    Germany / your home country?
                                                                                                                            11
                                                                                                      In %.

                                                                           7                          Base: UK total
    Compared to their                   very positive 1                                   22         (N=1046)
     home country, young                                                                         30
                                                       2                                                       43
     British people have a
     very negative opinion                                                                              36
                                                       3                               20
     regarding Germany.
                                                                                 12
    Just 37% think in a                               4                        11
                                                                                                     Germany
     positive way about                                                5
     Germany.                           very negative 5            3                                 my own country

                                                                               10
                                            I don’t know       1

                                                           0               10         20        30        40           50


    A majority of young British believes that Germany values relations with the UK.
     Among the group disagreeing with that (38%), the 2nd world war (historical
     antagonisms), the Iraq conflict and different goals in foreign politics (mainly with
     respect to the EU) are seen as main reasons for keeping distance. (In Germany, a
     majority do not believe that the UK values relations with Germany.)
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                         June, 30th 2003

                                 Thinking back over the last 3 years,
Perceptions of Germany (5)       what have been the 2 most important
Influences/source of information influences on your current positive /
                                 negative perceptions of Germany?
                                                                                                         12
   Positive perceptions of Germany are clearly driven by personal visits, teachers and/or
   study material and personal contacts whereas several sources contribute to negative
   perceptions to a similar degree. 31% of young British people do not know where the
   negative influence comes from.
   Positive perceptions have been                         Negative perceptions have been
   influenced by ....                                     influenced by ....
   27% I’ve met people from Germany                       18% National TV or radio
   23% I have friends / relatives knowing                 18% I’ve met people from Germany
       Germany
                                                          16% Newspapers and/or periodicals
   20% I visited Germany or lived there
                                                          16% Teachers and/or study material at
   19% Teachers and/or study material at                      school, colleague, university
       school, colleague, university
                                                          14% I have friends /relatives knowing
   14% National TV or radio
                                                              Germany
   11% Newspapers and/or periodicals                      12% I visited Germany or lived there
   9% International TV or radio                            11% International TV or radio
   8% Internet                                             10% Internet
                                                          (31% I don’t know)
GfK Group   Ad Hoc Research   „Mutual Perceptions Research UK”                     June, 30th 2003



Perceptions of Germany (6)
Conclusions
                                                                                                     13
  The majority of young British do not know much about Germany. The German image profile
   does not show many strong characteristics.
  With this lack of knowledge, young British in general tend to have more negative
   perceptions of Germany. People having personal contacts and experiences have mostly
   successfully managed to overcome this attitude.
  The German culture and history contribute to the perceptions positively and negatively to a
   similar degree. Surprisingly, even for a young British generation World War II and the
   German Nazi past are still present.
  Even among the people who have been to Germany personally, the mentality of the
   Germans is seen as ambivalent. On the one hand, Germans are nice and pleasant, well-
   organized and effective people. On the other hand, however, Germans are seen to be
   extremist, arrogant and impolite.
  Although the British seem to have difficulties with the German mentality, and although they
   do not consider Germans and British to be very alike, they still agree on a similar
   background in terms of respected values and living standards.
GfK Group    Ad Hoc Research   „Mutual Perceptions Research UK”                                           June, 30th 2003



Perception of the GIIN (1)
Awareness
                                                                                                                            14
   Have you ever heard of the Goethe-Institut Inter Nationes ?

                  9    Yes
                                                           The vast majority of young British
                                                            people have never heard about the GIIN
                                                            before.
     91 No                     In %.
                               Base: UK total
                               (N=1046)


   How did you hear about the Goethe-Institut Inter Nationes?
               I came across one of the centres by chance                          16
                                                                                                  In %.
               I have some friends or relatives who know it                   14                  Base: people
                                                                                                  with awareness
                 I obtained some information on TV or radio                        16
                                                                                                  (N=95)
                          ... from newspapers & periodicals                   13

                                           ... on the internet                               23

        teachers and/or studies at school, college university                                       28

                                                      Others         6

                                                                 0       10             20           30
GfK Group     Ad Hoc Research    „Mutual Perceptions Research UK”                               June, 30th 2003



Perception of the GIIN (2)
Purpose of the GIIN
                                                                                                                  15


    The very few people who having heard of the GIIN have a correct picture of its purposes
    and objectives.


     Can you tell me what are its two main purposes?

                                         Language teaching                                      34
                            Presenting cultural programmes                             27
Organ. study and acad. exchanges, building acad. networks                         19
                                 Promoting study in Germany                       18
        Providing information and books etc about Germany                         18
      Fostering international and intercultural understanding                14         In %.
       Promotion of professional and science co-operations          4                   Base: people
                 Printing and publishing of Goethe’s poems          4                   with awareness
                                                                                        (N=95)
                                Promoting business and trade        3
                   Promotion of international developments          3
                                                                0       10        20    30           40
                                           Don’t know 18%

				
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