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CHAPTER SEVEN: PERCEPTIONS OF CHINA IN SCOTLAND

7.1 This chapter relates to objective 1: to 'raise understanding of Chinese language and culture in Scotland'. Within this objective lie two specific targets: to have 'at least 200 pupils studying for Chinese language national qualifications in Scottish schools by 2010' and to 'improve awareness and understanding of Chinese culture in Scotland by 2010'. The second of these targets is to be measured using survey data, the baseline of which is a general public survey across Scotland. The survey will be repeated in the future to monitor the impact of the strategy.

Countries visited in the last five years

7.2 Respondents were asked which overseas countries they had visited in the last five years. The results show that two-thirds of respondents had travelled abroad, with Spain (42%), France (19%), the USA (18%), Italy (12%) and Ireland (11%) being the most popular destinations (Figure 7.1 below). By far the most common reason for trips overseas was for a holiday, with 91% citing this.

Figure 7.1: Countries visited by Scottish general public in the last 5 years

Base: All respondents (1036), Fieldwork dates: September 28 - October 7, 2006
Source: Ipsos MORI

7.3 Just three per cent of respondents (n = 25) had visited China. Twenty-three people did so for a holiday, six had visited friends or relatives there, three had been on business and the same number for work experience.

7.4 Just nine per cent thought they will visit China in the next five years. This figure was highest amongst those who have previously visited China (32%) and those who said that they know at least a fair amount what China is like, in terms of everyday life there (19% compared to 8% who knew very little /nothing about everyday life in China). As Table 7.1 shows, there was also variation by age and socio-economic status with younger respondents being more likely to say they will visit than older people, and those belonging to social class ABC1 more likely to do so than those belonging to social class C2DE.

Table 7.1: Likelihood of visiting China in the future by age and socioeconomic status

Q How likely or unlikely are you to visit China in the next five years?

Source: MORI

Knowledge and perceptions of China

7.5 Respondents were asked a series of questions aimed at establishing their knowledge of China. As well as being asked how well they felt they knew China in terms of what everyday life is like there, they were asked to identify the Chinese flag from a choice of six possibilities, name the capital of China and the currency used in mainland China.

7.6 The level of knowledge of everyday life in China was low among respondents, with only eight per cent reporting that they knew at least 'a fair amount' about it. As Figure 7.2 shows, this figure was low compared to knowledge of other countries. Unsurprisingly, knowledge of China was higher among the small group of respondents who had visited China (68% know very well or a fair amount).

Figure 7.2: Knowledge of everyday life in other countries

Q How well do you feel you know (country) in terms of what everyday life is like there?

Base: All respondents (1036), Fieldwork dates: September 28 - October 7, 2006
Source: Ipsos MORI

7.7 Overall, 61% of respondents knew that the capital of China is Beijing/Peking. However, as Table 7.2 (overleaf) shows, there were several subgroup differences, with the following groups being significantly more likely than average to identify the capital:

• males (73% versus 50% of females)
• those aged 45-54 and 55-64 (75% and 73% respectively versus, for example, 42% in those aged 16-24)
• those in social classes ABC1 (73% versus 50% in those in social classes C2DE)
• those with a greater knowledge of China (87% versus 59% in those who know 'a little/nothing' about China)
• those who had visited China (81% versus 61% in those who had not visited China)

7.8 Just over half (51%) of respondents were able to identify the Chinese flag from a choice of six options. Again, and as Table 7.3 (overleaf) illustrates, men were more able to identify the flag than women and younger groups were more able to do so than older groups. Further, the number of correct responses increased with socio-economic status and knowledge/experience of China.

Table 7.2: Knowledge of the capital of China

Q What is the capital of China?

Source: Ipsos MORI

Table 7.3: Identification of the Chinese flag

Q Which of these is the Chinese flag?

Source: Ipsos MORI

7.9 Just 11% of respondents were able to identify the currency used in mainland China, the Yuan Renminbi, with many (69%) incorrectly saying the Yen (the currency of Japan). Once more, males (15%) were more likely than females (8%) to give the correct answer and those with the highest socio-economic status (AB) (17%) were more likely to do so than others. Predictably, awareness was also higher among those who had been to China (48%).

Table 7.4: Knowledge of the Chinese currency

Q Which of these is the currency used in mainland China?

Source: Ipsos MORI

7.10 Respondents were presented with a series of adjectives and asked which of these they would use to describe a range of countries. The adjectives most commonly used to describe China were 'interesting' (32%), 'traditional' (29%), 'oppressed' (27%), 'secretive' (25%) and exotic (20%). On the flip side just 5% felt the country was friendly, just 2% thought it was 'free and open' or 'safe' and just 1% described it as 'dull'. Of some concern is the finding that one in ten (10%) regarded China as a 'dangerous' place. Figure 7.3 below is useful in showing how China compares to other countries in terms of the adjectives used to describe it. It uses correspondence analysis to plot the relative propensity of each country to be associated with each attribute. Therefore, adjectives very close to a country are very strongly associated with that country and adjectives that are further away are less strongly associated with that country. Adjectives that are close to equidistant between two or more countries are more likely to be associated with both or all of these countries. Thus 'oppressed', 'exotic', 'secretive' and 'out of date' are all strongly associated with China and not strongly associated with Germany, Poland or the USA while 'traditional' is associated with China and also Germany and Poland and `modern' is associated with the USA, Germany and Poland.

Figure 7.3: Perceptual map of attributes associated with China, USA, Germany and Poland

Q Which of these words, if any, would you use to describe [country]?

Base: All respondents (1036), Fieldwork dates: September 28 - October 7 2006

China's perceived importance to Scotland

7.11 Respondents were presented with a list of 9 countries and asked which of these Scotland should prioritise for specified strategic activities. China was viewed as a relatively high priority country for Scotland to target in terms of establishing business links and attracting people to study here. However, it was ranked less highly as a place from which to attract visitors or immigrants to Scotland.

Business links

7.12 As Figure 7.4 shows, when respondents were asked which countries Scotland should prioritise in establishing business links, 58% selected China. This is lower only than the percentage selecting the USA (65%) but is the same as Japan. Respondents who knew about everyday life in China at least 'a fair amount' were more likely to select China as a priority (73%) than those whose knowledge was lower (56%).

Figure 7.4: Priority countries for establishing business links

Q Which of these countries do you think Scotland should prioritise - establishing business links?

Base: All respondents (1036), Fieldwork dates: September 28 - October 7, 2006
Source: Ipsos MORI

Studying

7.13 In terms of attracting people to study in Scotland, a similar picture emerged, with the USA and China being first and second again (Figure 7.5). Half of all respondents selected China and, once more, this figure was higher among those who knew most about China (75% versus 49% in those with less knowledge).

Figure 7.5: Priority countries for attracting people to study

Q Which of these countries do you think Scotland should prioritise - attracting people to study in Scotland?

Base: All respondents (1036), Fieldwork dates: September 28 - October 7, 2006
Source: Ipsos MORI

Tourism

7.14 Although almost two-thirds of respondents (65%) selected China as a priority for attracting tourists to visit Scotland, this was lower than the proportion selecting the USA (83%), Japan, Canada, Australia (all 72%) and France (66%) (Figure 7.6). Knowledge of China had no impact on the selection of China on this occasion.

Figure 7.6: Priority countries for attracting tourists

Q Which of these countries do you think Scotland should prioritise - attracting people to visit Scotland as tourists?

Base: All respondents (1036), Fieldwork dates: September 28 - October 7, 2006
Source: Ipsos MORI

Moving to Scotland

7.15 As shown in Figure 7.7, China was ranked as a low priority in terms of attracting people to move to Scotland, with just 21% selecting the country in this case. Similar proportions selected Japan (21%) and India (20%) while Australia and the USA were chosen by 32% and 30% respectively. Again, those who knew at least a fair amount about everyday life in China were more likely to prioritise China than those who did not know it so well (43% versus 19%).

Figure 7.7: Priority countries for attracting people to move to Scotland

Q Which of these countries do you think Scotland should prioritise - attracting people to move to Scotland?

Base: All respondents (1036), Fieldwork dates: September 28 - October 7, 2006
Source: Ipsos MORI

7.16 Those who did not select China as a priority for any of the above activities were asked why this was the case. Figure 7.8 shows that the main reason given was a lack of knowledge of China (25%), which ties in with the knowledge-based variation highlighted above. Other reasons included not liking the way the country is run (8%) and a feeling that there is not a need to attract any more Chinese people to Scotland (7%). A third, however, did not know why they had not chosen China.

Figure 7.8: Reasons for not selecting China as a priority country

Q You didn't select China at all. Why is that?

Base: All respondents who did not select China (191), Fieldwork dates: September 28 - October 7, 2006
Source: Ipsos MORI

7.17 In summary, although knowledge and experience of China are low, people are able to judge the country in strategic terms, with many seeing it as a high priority country for Scotland to target, particularly in terms of establishing business links and attracting people to study here.

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