BBC World Service poll: Why has the UK gone up in people's estimations?

A general view of the Olympic stadium as a union flag is formed during the closing ceremony London 2012 put the UK under the spotlight

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People's opinions of the UK have improved markedly since 2012. That suggestion is based on a BBC World Service survey of more than 26,000 global citizens, whose positive views pushed the UK into third place, behind Germany and Canada.

With ratings of most countries declining this year, why did the UK buck the negative global trend?

There can be little doubt that 2012 was a good year for Brand UK - it hosted the Olympics and there was the Queen's Diamond Jubilee.

London 2012 exceeded everyone's expectations, both on and off the field.

The G4S security debacle just before the Games played into the hands of the doomsayers, but Danny Boyle's eccentric and electric opening ceremony marked the start of a golden summer of sport.

Sam Mountford, director of international polling firm GlobeScan, which conducted the survey, has attributed the UK's improved fortunes to the "Olympics effect".

And Labour MP Tessa Jowell could not agree more.

Dame Tessa, who was the Olympics Minister when London won the bid to host the Games, in 2005, says the sport, settings and Cultural Olympiad demonstrated the "spirit of Britain".

"What the world saw last summer was an open, diverse, self-confident Britain, inviting visitors from around the world to share in our sporting and cultural pride," she said.

"We always talk ourselves down and our media tends to paint Britain as a country where nothing works and nobody can do anything ambitious and big. The Olympics confounded that."

'Restrained types'

However, Peter York says there is more to it than just Olympic fever.

The market researcher and cultural commentator thinks the Olympics, the Diamond Jubilee and the royal wedding of 2011, reminded people about Britain, but its rise in the ratings has more to do with the fall of others.

Fireworks over Buckingham Palace mark the end of the Diamond Jubilee concert on 4 June 2012 The Diamond Jubilee celebrated 60 years of the Queen's reign

"To some extent it's because the very big players have fallen down," he says.

"America doesn't seem to have got its mojo back, and people have become disenchanted with the great climbers of the last decade - China and India. People are beginning to realise what lies behind the glossy facade."

In addition to 16 countries, the survey also asked people to decide whether the EU's influence in the world was negative or positive.

Positive views of the EU dropped to their lowest level in 2012 but stabilised this year, and Mr York says the UK has benefited from its "offshore" position.

"We are in it but not of it. Because we are offshore - both physically and metaphorically - we don't get the same downgrade.

"We are put up there with Canada, who survived the financial meltdown of 2008. It is also regarded as a principled country.

"Germany is regarded as an economically strong country with a strong and sensible leader. Canada and Germany are seen to have northern European values and in difficult times, we admire people who are more restrained types."


The UK was rated positively by about 55% of respondents in 21 countries, climbing from fourth place to third with a four-point increase since 2012.

But not everyone had an positive take on the UK. Greece and Turkey had predominately negative views, while opinion in Pakistan was divided. The most favourable attitudes toward the UK were found in sub-Saharan Africa.

Cyclists ride up Box Hill during the men's road race during London 2012 The men's cycling road race showed off Surrey's green rolling hills

Mr York says Commonwealth countries will generally have a good opinion of the UK but Pakistan sees the UK as an ally of the US.

Dame Tessa says Greece's negative take is probably the result of its financial woes, but both she and Mr York are slightly baffled by Turkey's view.

Graham Hales, UK boss of the global branding agency Interbrand, says the British stereotype has both negative and positive attributes, and history plays a part in people's perception of a country.

He says China, India and the EU had "difficult years", which might have contributed to the UK's boost.

"We were moving forward when other countries were moving backwards," he says.

But he is in no doubt of the Olympic effect.

"The Olympics and the [Diamond] Jubilee provided some great television moments. We were able to get out the photo album showing the best of British," he says.

"Take Bradley Wiggins cycling around Box Hill - the rolling green hills looked fantastic. A lot of it played into the latent perception that people have of the UK - the Royal Family, tradition, pomp and ceremony."

The Games, and particularly Danny's Boyle's contemporary take on Britishness for the opening ceremony, also challenged some people's perceptions, according to Mr Hales.

"Often Britain can be regarded as a solemn, depressing and apathetic place. The Games showed an energetic, exuberant and exciting Britain," he said.

"It is the double-take inside us - we are cup-half-full and cup-half-empty at the same time. You are never sure which one is going to get out of bed."


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  • rate this

    Comment number 285.

    There are many people from 3rd world countries living in the UK now.
    The UK have over the last 20 years offshored working class jobs (Mining, Manufacturing, Shipbuilding, Shipbreaking and now FS jobs) and allowed many EU members to live and work in the UK.
    The UK have sold utilitiy companies to France, Germany etc.
    No wonder they love us, we only have heritage left - Buckingham Palace etc

  • rate this

    Comment number 284.

    Ah, a bit of gratuitous sexism thrown in for good measure to accompany the obvious or not-so-well disguised gratuitous xenophobia of previous comments.
    Why oh why do so many Brits portray so much hatred for the country they live in yet continue to reside here?
    To find issue with so many of your fellow citizens for trying to love their country is something I find quite absurd.

  • rate this

    Comment number 283.

    6 Minutes ago

    The loss of manpower would have been short term and you have no evidence to suggest otherwise..

    It would have been but it wouldn't have happened til the 1960s and I have plenty of evidence for that. Guess who was back in power in the 1960s?

  • rate this

    Comment number 282.

    "As I look ahead, I am filled with foreboding; like the Roman, I seem to see 'the River Tiber foaming with much blood.'"

  • rate this

    Comment number 281.

    BBC now describes people as "we spoke to some white english people in woolwich today". Usually some slightly ignorant, not particularly educated person. BBC deliberately displaying whites as some sort of ignorant, marginal subgroup on the fringe of society. It's deliberate and orchestrated to display the English like this. The rivers of blood are starting too flow now aren't they.

  • rate this

    Comment number 280.

    276. Katz_in_Bedford
    Since when did i say it was real - Though it is effectively an enhanced version of War of the roses but with fantasy thrown in.

    Neither are the 'soaps' real either but more females then males watch them.

    So the truth is , Miliband is a liar when he talks about controlling immigration. But the north will still moan about jobs and housing and yet vote 4 the immigrant party

  • rate this

    Comment number 279.

    31 Minutes ago
    If this is true. Why did we do so poorly in Eurovision?

    Becasue the Eurovision is a triviality of no consequnce and totally irrelevant the day after.

  • rate this

    Comment number 278.

    275. Stuart8827

    Really my father fought in ww2 in the royal navy and i know he didn't want this country overrun by immigrants.

    The politicians wanted massed immigration , The working classes were fed up being used by the political elite aka the real reason for 'windrush' for the gullible.

    The loss of manpower would have been short term and you have no evidence to suggest otherwise..

  • rate this

    Comment number 277.

    Britain is as morally corrupt as it was when we breached the Nuremberg Principles and invaded Iraq. But that appears not to matter, 'cos the Lympics were brill, innit.

  • rate this

    Comment number 276.

    @ 274.Aduphanel
    I guess from your comments that you enjoy GoT.

    OK - that's your choice.

    But it's a fictional TV prog not a country. Its people are fictional

  • rate this

    Comment number 275.

    6 Hours ago
    The real proud England was lost in the 1950s...

    Actually the imigration started in the 1940s as a result of the British Nationality Act of 1948, passed by a Labour Government.

    The reason for the imigration was to eleivate the shortage of manpower becasue a those killed fighting for the freedom that allows you to spout such rubbish.

  • rate this

    Comment number 274.

    271. Jon
    Oh god i think im going to vomit at your comment

    Mark me down all u like , Game of thrones won the only public vote at the Bafta's. The 'Hounds' speech to the king during seige was great and to the point.

    Reminds of the time when more people watched the original V series when it 1st came out then the olympics and the competitors and commentators moaned about it.

  • rate this

    Comment number 273.

    Perhaps we're just so used to seeing and hearing our country bashed and battered by our media and ourselves that we truly can't believe that others see us differently?

    Personally, I love the country I was born in (England), the land of my fathers (Wales) and the land of my mothers (Scotland & before that Ireland).

    We have much to be proud of and should celebrate it far more often.

  • rate this

    Comment number 272.

    Danny's Boyle' ceremony was a left wing diatribe.

    Which is why GAMES OF THRONES BEAT the political correct nonsense of the opening and closing ceremonies of the olympics
    at the bafta's by the actual public

    No one can dare call GAME of THRONES - Politically correct lol

  • rate this

    Comment number 271.

    Maybe we're beginning to recognise the qualities that make the UK what it is & as a result others are seeing it too. I'm a passionate Christian who values the freedom to be who I am, sharing my life with friends and neighbours of different faiths or none. There are many around the world who do not have this luxury.

  • rate this

    Comment number 270.

    Well the English language is the better language to be understood in that's not so hard to write and you don't have to guess about everything and hope it makes sense to somebody. To most people it's more what being English represents as hard working and can accomplish great things and can have a good time too.

  • rate this

    Comment number 269.

    Google has acquired a US company that generates power using turbines mounted on tethered kites or wings.

    Is this why Eric Schmidt, head of Google has called for control over drone manufacture

    Eliminate the competition using scare stories from big brother Google.

  • rate this

    Comment number 268.

    Britain is a great place full of vibrance and innovation, but the recent events in Woolwich does put that reality in check.

  • rate this

    Comment number 267.

    Compared to Cyprus Greece and Syria we are wonderful.

    It depends on your yardstick?

  • rate this

    Comment number 266.

    BBC - rubbish

    hands up why labour voters bang on about housing and jobs. But still vote for a party that supports massed immigration and the EU open door policy.


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