Setting the Right Goals: Towards Rebuilding the Youth’s Trust in Authority
Chinese Urban Youth’s Perception toward EU Speaker: Changjian JiangAug. 21 rd, 2008.
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Transcript of Chinese Urban Youth’s Perception toward EU Speaker: Changjian JiangAug. 21 rd, 2008.
Chinese Urban Youth’s Perception
toward EU
Chinese Urban Youth’s Perception
toward EU
Speaker: Changjian Jiang Aug. 21rd , 2008
Page 2
Nanjing
Shanghai
Guangzhou
Peking
Qingdao
WuhanChengdu
Kunming
Shenyang
Xi’an
Research Area
This project adopts the multi-stage random sampling method. After considering
the particular characteristics of the respondents, the pool is divided into two
groups: the college students group and general residents group, according to
group quota .
In fieldwork, the sample size will be enlarged by 10%, according to convention,
yielding 4303 samples .
Sampling method and sample size
College students
150 per city
1500 in total
Covers varies colleges including the central committee school, local college, and voluntary colleges, chooses degree and subjects according to the sample quota
General residents
250 per city
2500 in totalRespondents’ ages are in homogeneous
distribution
Respondents with age between 18-29;
Respondents should have no work experience in any
investigation organization or market research department
in investigation company, AD company or AD plan
department in any organization, neither do their relatives
and close friends
Investigation execution adopts the way of indoor face to
face interview, and generally 20 min. per interview.
Investigation respondents and methodology
Introduction about the grouping
full-time college student groupCollege students
White collar senior and ordinary office workers as well as professionals in varies organizations and companies
Blue collar Labor workers and service workers in various organizations and companies
others Housewives, unemployment and other ordinarily residents
Self-employed
Individual household and other self-employed people
MethodologyMethodology
Page 3
Urban youth have a comparatively higher Urban youth have a comparatively higher comprehensioncomprehension of EU, of EU, where the least familiar part is the “where the least familiar part is the “Schengen Agreement”Schengen Agreement”
The average number of questions right answered by respondents is 3.78. And 3.1% of all respondents (high comprehension degree group) gave right answers to all questions.
White collars constructs the largest
part(64.3%) of the high
comprehension degree group, much
higher than college students
(15.2%) and blue collars (15.6%).
Shanghai youth takes up 13.1% of
high comprehension degree group,
far higher than that of other
cities(Beijing only 0.8%).
Figure: Basic comprehension about EU
23.4
24.7
40.0
43.8
57.4
59.6
60.0
69.5
0% 20% 40% 60% 80%
“SchengenAgreement ”
Countries excludedfrom Schengen Zone
City of EUheadquater
English Ab. OfEuropean Union
Which EU countrydoes not use Euro
Which country is nota member of EU
Exchange rate of EUto RMB
EU flag
Page 4
The importance of EU to China is only second to US, over 40% urban The importance of EU to China is only second to US, over 40% urban youths show positive attitude towards Sino-EU youths show positive attitude towards Sino-EU bilateral relationshipbilateral relationship
Figure: Evaluation on the Sino-EU bilateral relationship Figure: Sino-EU bilateral relationship evaluation by different comprehension group
Figure: Evaluation on Sino-EU economic
Note: five grade scale, 5 score means definitely positive, 1 means absolutely negative
37.0 43.8 43.6
51.9 37.1 37.5
7.415.1 14.8
High
Refuse/not clear
BAD
Neutral
GOOD
24.412.6 12.9
65.0
68.6 68.4
4.711.4 11.1 Refuse/not clear
EU depends on China more
EU and China depends on each other
China depends on EU more
Low Total
High Low Total
Page 5
High comprehension degree group affirmatively agree with the impact High comprehension degree group affirmatively agree with the impact EU EU expansion expansion on the whole world, yet they are worried about EU’s impact on Chinaon the whole world, yet they are worried about EU’s impact on China
Figure: EU Expansion’s impact on China
Figure: EU expansion’s impact on politicalPolarization and Democratization
Figure: Groups with different attitudes towards EU expansion show their opinions on EU’s impact on China
30.5
9.2
7.6
52.7
Threat more than opportunity
Not clear
Don’t care
Opportunity more than threat
29.7
9.2
7.6
53.4
24.9
9.3
11.4
54.4
Total
Negative
Not clear
No influence
Positive
52.7
8.5
8.7
30.1
8.5
5.6
8.1
77.8
High comprehensive
degree
25.4
9.4
11.6
53.6
Low comprehensive
degree
TotalHigh
comprehensive degree
Low comprehensive
degree
52.759.7
49.7 45.1
29.2
30.5
31.744.4
10.8
10.3
30.3
12.7
total positive negative no influence not clear
Opportunity more than threat threat more than opportunity
don't care not clear
Page 6
Note: As it is a multiple-choice question, the sum of the options’ percentages exceeds 100%.
Figure: Most focused 3 counties in EU 27 counties Figure: Main information channel to know about EU
Figure: Channel to collect further information about EU
Note: As it is a multiple-choice question, the sum of the options’ percentages exceeds 100%.
UK, France and Germany receive the greatest focus, and interpersonal UK, France and Germany receive the greatest focus, and interpersonal communication is the most reliable channel for the high comprehension group to communication is the most reliable channel for the high comprehension group to get informationget information
10
10.2
10.3
16.5
16.6
21.3
28.1
32.1
45.1
49.6
Spain
Denmark
Finland
Greece
theNetherlands
Sweden
Italy
Germany
France
UK
52.863.1 58.2
8.514.6
3.911.2 8.2 4.5
15.20.4 3.1
New
spap
er TV
Inte
rnet
Bro
adca
st
Mag
zin
e
Tex
tbo
ok
Mo
vie
Bo
ok
Lit
eral
wo
rks
frie
nd
s re
lati
ves
'
intr
od
uce
oth
er
no
t cl
ear
High comprehension degree
Low comprehension degree
TOTAL
1.26.8
18.424.1
5.4
44
Kinds of media books travel study abroad via Europeanfriends
not clear
High comprehension degreeLow comprehension degreeTotal
Page 7
Urban youth use more French products than any other groupsUrban youth use more French products than any other groups
Note: As it is a multiple-choice question, the sum of the options’ percentages exceeds 100%.
College students and white collar are the two groups with the highest percentage of consuming French products, 37.4% and 36.8% respectively.
Female consume more French products than male. (37.9% for female and 30.2% for male)
With an increasing income, more urban youth consume French products. ( low income 29.6% , middle 36.5% , high income 41.3%)
2.83.2
6.87.38.3
14.7
21.2
26.9
34.1
7.8
0%
10%
20%
30%
40%
BelgiumAustriaFinlandHollandSwedenDenmarkItalyGermanyUKFrance
Figure: Consumed products from EU 27 counties
Page 8
ConclusionsConclusions
Chinese urban youth have comparatively sound comprehension on basic information of the European
Union. They highly evaluate the bilateral Sino-EU relationship and positively perceive EU expansion,
from which most young people predict more opportunity than threat. More and more, Chinese youth are
willing to know more about EU, and media and travel are the most common information channels.
Among the 27 EU member countries, Chinese youth place great concern in France, second only to the
UK. Even though the popularity of France in China recently dropped dramatically, along with the
friendliness degree of the French to the Chinese, people still positively evaluate the importance of the
Sino-France bilateral relationship and strategic cooperative partnership. It seems that the Chinese urban
youth’s perception of the Sino-France relationship has not been very negatively influenced. On the
contrary, major parts of them express optimistic expectations and affirmative attitudes towards keeping
sound the Sino-France relationship. Furthermore, they suggest that economic and trade cooperation
could be developed as important areas of cooperation for both China and France.