Global Views of United States Improve While Other Countries Decline

Global views of the United States have improved markedly over the last year while views of many countries have become more negative, according to the latest BBC World Service poll across 28 countries. For the first time since the BBC started tracking in 2005, views of the United States’ influence in the world are now more positive than negative on average.

The survey, conducted by GlobeScan/PIPA among more than 29,000 adults, asked respondents to say whether they considered the influence of different countries in the world to be mostly positive or mostly negative. It found that the United States is viewed positively on balance in 20 of 28 countries, with an average of 46 per cent now saying it has a mostly positive influence in the world, while 34 per cent say it has a negative influence.

Compared to a year earlier, negative ratings of the United States have dropped a striking nine points on average across the countries surveyed both years, while positive ratings are up a more modest four points. Ratings of the influence of many other countries, meanwhile, have declined over the past year. On average, positive ratings of the United Kingdom and Japan are down three points, Canada down six points, and the European Union down four points. Ratings of the United Kingdom’s influence in the world declined significantly in 11 countries and rose in only three. (See note at foot of page two for details of how these tracking averages have been calculated)

Germany is the most favourably viewed nation (an average of 59% positive), followed by Japan (53%), the United Kingdom (52%), Canada (51%), and France (49%). The European Union is viewed positively by 53 per cent. In contrast, Iran is the least favourably viewed nation (15%), followed by Pakistan (16%), North Korea (17%), Israel (19%), and Russia (30%).

While it is not among the most favourably viewed nations, the improvement in the ratings of the United States means it has now overtaken China in terms of positive perceptions. Fifteen countries view China favourably on balance, with an average of 41 per cent feeling it has a mostly positive influence in the world and 38 per cent feeling its influence is mostly negative.

Iran attracts mostly negative views in all countries polled except Mexico and Pakistan—on average, 56 per cent rate it negatively. Views of Iran in China and Russia have deteriorated—positive views have dropped 11 points among the Chinese people (30%) while negative views of Iran have jumped up 13 points among Russians (to 45%).

The BBC World Service Poll has been tracking opinions about country influence in the world since 2005. The latest results are based on 29,977 in-home or telephone interviews conducted across a total of 28 countries by the international polling firm GlobeScan, together with the Program on International Policy Attitudes (PIPA) at the University of Maryland. GlobeScan coordinated fieldwork between 30 November 2009 and 16 February 2010.

GlobeScan Chairman Doug Miller comments: “People around the world today view the United States more positively than at any time since the second Iraq war. While still well below that of countries like Germany and the UK, the global standing of the US is clearly on the rise again.”

Steven Kull, director of PIPA, comments, “While China’s image is stuck in neutral, America has motored past it in the global soft-power competition.

After a year it appears the ‘Obama effect’ is real. Its influence on people’s views worldwide, though, is to soften the negative aspects of the United States’ image, while positive aspects are not yet coming into strong focus.”

Participating Countries Note: In Azerbaijan, Brazil, Central America (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Panama), Chile, China, Egypt, Mexico, the Philippines, Thailand, and Turkey urban samples were used. Note on the calculation of tracking averages The year-on-year shift in average views of countries cited in paragraph 3 above is based on the views of the 23 countries in which these questions were asked both in 2009 and 2010. (Please see the methodology section for a full list of the countries surveyed in 2010 and 2009.) All other average figures cited above represent the views across all 2 countries surveyed this year. Where a country was asked to rate itself, these views have not been included in the average views cited here.

Detailed Findings While positive views of the United States increased in most countries polled, the most significant increases were in Germany (up from 18% in 2009 to 39% this year), in Russia (up from 7% to 25%), in Portugal (up from 43% to 57%) and in Chile (up from 42% to 55%) with negative perceptions also falling significantly. The only countries where perceptions of the United States became more negative overall were Turkey (where the proportion with positive perceptions of the United States fell from 21 per cent to 13 per cent and negative perceptions increased from 63 per cent to 70 per cent), and in India (where positive perceptions dipped from 43 per cent to 39 per cent and negative views increased from 20 to 28 per cent). The only two countries to have majorities with negative views of the United States are Turkey (70%) and Pakistan (52%). Russia is also quite negative (50%). Last year’s poll found that views of both Russia and China had deteriorated. Looking at the views of the countries polled in both 2009 and 2010, they appear to have stabilized somewhat this year. Views of Russia in particular are more muted, with a decline both in the proportion of those rating it positively (from 31 to 29%) and those rating it negatively (42 to 37%). China’s positive ratings remain at 40 per cent, while its negative ratings have fallen a little to 38 per cent. European countries continue to have quite negative views of China, including Italy (72% negative), Germany (71%), France (64%), Spain and Portugal (both 54%) as do South Koreans (61%) and Americans (51%). In Africa, views are quite positive with majorities viewing it positively in Kenya and Nigeria (both 73%) and in Ghana (63%). Views of the European Union remain mostly positive in almost all countries polled (53% overall). But there is a difference of views toward the European Union among the European nations surveyed, with Germany (76%) and France (74%) the most positive about its influence, Italy (64%) and Spain (62%) a little less favourable and the United Kingdom (54%) much less upbeat about it. Turkey—which is also highly negative about most other countries—also rates the European Union unfavourably (with only 29% positive). In total 29,977 citizens in 28 countries, were interviewed face-to-face or by telephone between 30 November 2009 and 16 February 2010. Nations were rated by half samples in all countries polled. Polling was conducted for BBC World Service by the international polling firm GlobeScan and its research partners in each country. In ten of the 28 countries, the sample was limited to major urban areas. The margin of error per country ranges from +/-2.1 to 6.9 per cent, 19 times out of 20. For more details, please visit GlobeScan.com or WorldPublicOpinion.org as well as the GlobeScan Insights blog.

Media Contacts For media interviews with the participating pollsters, please contact: Steven Kull, Director Program on International Policy Attitudes, Washington +1 202 232 7500 (Mobile: +1 301 254 7500) skull@pipa.org Oliver Martin, Director, Global Development GlobeScan Incorporated, Toronto +1 416 969 3073 (Mobile: +1 416 721 3544) oliver.martin@globescan.com Sam Mountford, Research Director GlobeScan Incorporated, London +44 20 7253 1447 (Mobile: +44 7854 132625) sam.mountford@globescan.com GlobeScan Incorporated is an international opinion research consultancy. We provide global organisations with evidence-based insight to help them set strategy and shape their communications. Companies, multilateral institutions, governments and NGOs trust GlobeScan for our unique expertise across reputation management, sustainability and stakeholder relations. GlobeScan conducts research in over 90 countries, is ISO 9001-2008 certified and a signatory to the UN Global Compact. Established in 1987, GlobeScan is an independent, management-owned company with offices in Toronto, London, and San Francisco. www.GlobeScan.com. The Program on International Policy Attitudes (PIPA) of the Center for International and Security Studies at the University of Maryland, undertakes research on attitudes in publics around the world on a variety of international issues and manages the international research project WorldPublicOpinion.org. BBC World Service is an international multimedia broadcaster delivering international, national and regional services in 32 languages. It uses multiple platforms to reach its weekly audience of 188 million globally, including shortwave, AM, FM, digital satellite, and cable channels. It has around 2,000 partner radio stations which take BBC content, and numerous partnerships supplying content to mobile phones and other wireless handheld devices. Its news sites include audio and video content and offer opportunities to join the global debate. For more information, visit bbcworldservice.com. To find out more about the BBC’s English language offerings and subscribe to a free e-newsletter, visit bbcworldservice.com/schedules.