youth engagement study report prepared by youthography for the office of francophone affairs october...
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Youth Engagement Study Report
Prepared by Youthography for The Office of Francophone Affairs
October 2008
Table of Contents
I. BackgroundII. Methodology
I. Sample ChallengesII. Reaching the Target
III. ObjectivesIV. Questionnaire DesignV. DemographicsVI. Detailed ResultsVII. Preliminary Summary & RecommendationsVIII. Appendix - Demographics
2
Background
• Youthography was approached by the Office of Francophone Affairs to provide a proposal on a youth engagement strategy for Ontario’s francophone and francophile youth.
• The target was determined to be Ontario francophone and francophile youth aged 14-22, who attend or did attend either French or French-immersion schools or university.
3
Methodology
• To fulfill the objectives linked to this particular research requirement, Youthography proposed the creation of a reliable online surveying tool that was fielded in French to francophone youth in Ontario.
• The original target sample was 800 Ontario francophone and francophile youth. – Due to the sample challenges identified on slide five, the total number of
respondents sourced was 360.– 360 is still a large enough number to make a statistically sound conclusions, and
even within the sub-groups the margin of error is under the +/- 10% threshold.
• The survey was posted at www.cmonopinion.ca, a domain name purchased by Youthography for OFA.
• The survey was in field from September 9th to October 1st 2008.
4
Sample Challenges• RDD (Random Digit Dialling) would have been our normal choice to source
sample for a project of this nature and as this demographic is difficult to reach. The low incidence of Francophone youth within the general population of Ontario, as well as their specific, disparate, and sometimes remote locations meant they could be found more keenly, and within a shorter time period using this method. However, this was not possible within the current budget or the short window of time for fielding (three weeks).
• Assistance from the OFA in reaching the sample was unavoidable and completely necessary with current budget and time constraints.– The methods used are detailed on the following slides.
• A sample size of 800 was chosen to enable a detailed analysis of the sub-groups, but was an ambitious target considering the small francophone population in Ontario. 800 would be considered sufficient for even a national study of this kind.
5
Reaching the Target• A variety of sources were used to reach our sample and drive respondents to
the online survey tool.
• A Flash banner ad promoting the survey was created by Youthography and approved by the OFA. The ad was posted on the following sites:– Hotmail & MSN, targeted to French-speakers in Ontario– The FESFO website– The TFO website– The OFA website
• An OFA memorandum was sent from the Ministry of Education to the French-language school boards and from the Ministry of Training, Colleges and Universities to the francophone colleges and bilingual universities.
6
Reaching the Target Continued• The OFA made direct contact with the student associations at:
– University of Ottawa– Laurentian University– University of Toronto – francophone association– York University – Glendon College– Cité collégiale– Collège d’Alfred– Collège Boréal
• The OFA also sent e-mails to: – Francophone organizations– OFA employees– French-language services co-ordinators– Participants and candidates of the FLEX program – Various other francophone contacts
7
ObjectivesThe OFA’s broad objective is to increase and strengthen the value of French as a language through which young francophones and francophiles can experience fulfilling active citizenship in Ontario. The survey objectives were:
• To understand young francophones’ and francophiles’ perceptions of their identity, and the impact of francophone culture on their identity
• To determine awareness and interest in francophone culture• To understand young people’s interest, passion and participation with (or lack of
interest/participation in) francophone culture• To gain insight into the factors that motivate involvement in francophone culture• To develop further understanding of this demographic, in terms of effective
media outlets for reaching them, general interests, etc.
8
Questionnaire Design
DemographicsAll Respondents
Media Outlets and General InterestsAll Respondents
Perceptions and Impact of Francophone Culture
on IdentityAll Respondents
Q23 answered by Respondents who feel
uncomfortable communicating in French
Interest in Francophone Culture
All Respondents
Q28 High School Respondents Only
Q29 Non High School Students Only
French Language, Education, and Employment
All Respondents
Community All Respondents
Q37 Respondents not engaged in a
Francophone community
Q38 Respondents engaged in a
Francophone community
Francophone EventsAll Respondents
• The following flow chart details the design and logic of the questionnaire by question battery. It continues onto the next page.
9
Questionnaire Design Continued
End of Survey
Q42 Answered by respondents who are
unaware of Francophone events
Q44- Q46 Answered by respondents who are aware of francophone
events
Q43 Answered by respondents who are
unaware of Francophone events and say “organizers don’t advertise where they
would see them”
Q47-48 Answered by respondents who are aware of francophone
events and have attended
Q49-50 Answered by respondents who are aware of francophone events and have never
attended
Motivators for Francophone Culture
InvolvementAll Respondents
10
Sample Sizes and Margin of Error
• The table details the sub-groups for analysis.
• Due to a lower than expected completion rate certain breaks were combined, (for example north-east and north west regions, and central and southern regions were combined.) and some breaks were not possible, for example French immersion vs. French language school.
11
N Margin of Error
All respondents 360 5.16%
Male 113 9.22%
Female 247 6.23%
14-17 194 7.03%
18-22 166 7.61%
North 149 8.03%
Ottawa-East 64 12.25%
Central-SW 147 8.08%
Urban 222 6.58%
Rural 138 8.34%
Demographics
12
Demographics
Q1. Are you?
Total n=360
Male 50% 113
Female 50% 247
Q2. What is your age?
Total n=360
14 19% 49
15 10% 36
16 10% 44
17 20% 65
18 9% 34
19 11% 41
20 9% 33
21 6% 32
22 7% 26
13
• The charts on the following pages include the number of respondents as well as the percentages.
• The percentages displayed are weighted to accurately reflect the francophone population.
• Over 1000 respondents went to the survey, and a total of 360 young francophone and francophiles completed the survey in its entirety.
DemographicsMajority of Respondents are currently living in North
Eastern Ontario (n=360)
2%
45%
23%
28%
2%
Au Nord-Ouest de l 'Ontario,par exemple Greenstone,ThunderAu Nord-Est de l 'Ontario, parexemple Hearst, Sudbury,NorthAu Centre, par exempleHamilton, Toronto,Penetanguishene, WAu l'Est, par exemple Ottawa,Hawkesbury, Cornwall
Au Sud-Ouest, par exempleWindsor, London, Sarnia
• 45% of respondents currently live in the North Eastern region of Ontario.
• The remainder of the respondents were currently living in either the Eastern or Central region of Ontario (28% and 23% respectively).
• Few respondents were from the northwestern and southern regions of Ontario (2%).
• Respondents were slightly more likely to be living in urban areas than rural areas.
Q6. Do you live in an urban or rural area?
Total % n= 360
Urban (a large town or city OR the built up areas that surround these)
57% 204
Rural (any settlement, village, town or county with a population of less than 10,000)
43% 156
Q7. How many years have you lived in Ontario?
Total (n=360) Mean: 15.15 Median: 16
Demographics
• The majority of respondents were born in Ontario (78%)
• Respondents attended primary school in French, and even greater percentage attended secondary school in French (76% and 83% respectively).
Q8. Where were you born?
Total % n=360
British Columbia 0.4% 1
Alberta 0.6% 2
Saskatchewan 0.1% 0
Manitoba 0.3% 1
Ontario 78% 279
Quebec 12% 42
New Brunswick 0.4% 2
Nova Scotia 0% 0
PEI 0% 0
Newfoundland0% 0
Yukon, Northwest Territories, or Nunavut
0% 0
I was born outside of Canada: please specify which country
9% 31
Q9. Which of the following do you OR did you attend?
Total % n= 360
French immersion elementary school
9% 31
French-language elementary school
76% 272
English-language elementary school
6% 22
French immersion secondary school
8% 28
French-language secondary school
83% 298
English-language secondary school
12% 42
Demographics
• The majority of respondents are attending secondary school (76%).
• Respondents are most likely to have a part-time job.
• 36% of respondent stated they do not have a job but this is nothing out of the ordinary since the sample is heavy with 14 and 17 year olds, many of which are in school this time of year.Q11. Please select the option below that best describes your employment
status over the last three months.
Total % n= 360
I work part time 53% 189
I work full time 12% 43
I’m not working 36% 128
Q10. Please select the option below that best describes your education status over the last three months.
Total % n= 360
I’m an elementary school student 0.0% 0
I’m a secondary school student 56.0% 202
I’m a part-time post secondary student 2.6% 9
I’m a full-time post secondary student 38.7% 139
I’m not a student 2.7% 10
Demographics
• This was a multi-choice question which gave respondents the choice to pick which ethnic background they identify with. Some respondents chose more than one answer.
• Keeping the above in mind, 69% of respondents identified themselves as French Canadian (going back generations).
• 34% of respondents described themselves as Canadian for generations but without the French roots.
• In the following detailed analysis of the data the numbers have been weighted in accordance with the general francophone population in Ontario, allowing the results to be generalized to the entire population.
Q55. In order to make our panel reflective of the Canadian population, can you please tell me how would you best describe your cultural background?
Total % n=360
Aboriginal (First Nations, Inuit, Métis) 17% 60
African – North Africa (i.e. , , , ) 10% 20
African - Sub-Saharan Francophone Africa (i.e. , , )
2% 7
African - Other 3% 10
Arab (i.e. , ) 4% 15
Canadian for many generations - French (French Canadian, Acadian)
69% 249
Canadian for many generations - Other 34% 123
Caribbean - French-speaking (i.e. Haïti, ) 4% 13
Caribbean - Other 2% 6
East Asian (i.e. Chinese, Japanese, Korean) 5% 18
European - French-speaking (France, , , ) 14% 51
European - Other 15% 53
Latin American 1% 5
South Asian (i.e. Indian, Pakistani, Sri Lankan) 2% 8
South East Asian (i.e. Vietnamese, Laotian) 2% 6
West Asian (i.e Iranian, Afghan) 2% 6
Other 7% 24
Detailed Results
18
Media Habits
19
Media Engagement• Overall young francophones are not as
engaged in French media as they are in English.
• Young francophones engage their French the most when “using the internet for work or studies” with 4.65 hours per week, especially females who spend 4.79 hours per week.
• They are far more likely to be engaged in English when:
– Listening to the radio( French 2.45 vs. English 3.12)
– Using the internet for entertainment(French 1.42 vs. English 2.28)
– Using the internet to communicate
(French 5.31 vs. English 7.75)
– Watching TV (French 3.19 vs. English 8.26)
• Their lack of French engagement may be a result of their own preference, but is more likely a result of limited media options
Q12. How many hours per week would you say you typically spend doing each of the following? Please indicate how many hours you spend on the activity using French and
using English.
Frenchn=360
Mn=113
Fn=247
Englishn=360
Mn=113
Fn=247
Listening to the radio
2.45 2.51 2.39 3.12 2.72 3.53
Listening to online radio
0.48 0.80 0.16 0.85 0.95 0.74
Listening to satellite radio
0.26 0.38 0.15 0.75 0.76 0.74
Reading a daily newspaper
0.45 0.43 0.48 0.88 1.01 0.75
Reading a free daily newspaper
0.43 0.42 0.43 0.60 0.62 0.58
Reading a local weekly newspaper
0.27 0.26 0.29 0.39 0.43 0.36
Reading a magazine0.54 0.43 0.66 1.30 1.10 1.49
Using the Internet for news and
entertainment1.42 1.63 1.21 2.28 2.46 2.10
Using the Internet for work or studies
4.65 4.51 4.79 3.91 3.61 4.20
Using the Internet to communicate
5.31 5.82 4.80 7.75 7.66 7.84
Using the Internet to blog
0.50 0.52 0.48 0.89 0.62 1.17
Watching television3.19 3.67 2.70 8.26 9.41 7.11
20
Reading Habits
• Young francophones read French and English material at almost the same rate.
• Magazines (61%) and blogs (18%) are read at a higher rate in English than French.
– Like media engagement, those rates are most likely based on availability of options.
– Females read more magazines than males generally, and their consumption of English magazines is nearly double their consumption of French magazines.
• Interestingly, comics are read in French more often than in English (32% vs. 23% respectively).
• The most popular material to read for francophone youth is fiction, especially for females in French as well as in English (67%).
Q13. Which of the following do you read on a regular basis?
French English
Totaln=360
Mn=113
Fn=247
Totaln=360
Mn=113
Fn=247
Books - Fiction64% 61% 67% 61% 54% 67%
Books - Non-fiction
43% 48% 38% 39% 43% 36%
Magazines31% 24% 36% 66% 58% 73%
Newspapers43% 41% 44% 46% 46% 46%
Zines1% 0% 1% 3% 4% 1%
Blogs9% 10% 8% 18% 19% 18%
Comics32% 40% 25% 23% 26% 21%
Graphic Novels9% 9% 9% 9% 10% 8%
I don't read anything on a regular basis
19% 25% 13% 35% 41% 30%
21
Interaction with cultural media
• Similarly to media engagement, young francophones and francophiles are far more likely to consume cultural media in English than in French.
• Francophone youth buy “books to read for fun” in French more than any other cultural media (45%).
• Female francophone youth download French music at the same rate (43%)
• Although the likelihood for respondents to consume French cultural media is markedly lower than that of English, it is worth noting that respondents are consuming French media through various sources. It seems that the interest for French cultural media is there.
Q14. Please tell us for each of the following, what languages you are using.
French English
Totaln=360
Mn=113
Fn=247
Totaln=360
Mn=113
Fn=247
The movies I go to the theatre to watch are…
14% 15% 14% 94% 96% 93%
The movies I rent, I watch them in…
25% 26% 23% 89% 90% 87%
Books I buy to read for fun are...
45% 43% 46% 61% 60% 62%
The music CDs I buy are… 34% 32% 35% 81% 82% 79%
The music I download is… 39% 34% 43% 85% 84% 86%
The music concerts I attend are…
26% 23% 30% 66% 68% 64%
22
English Media Overwhelms
23
Internet for work or study
Comics
Movies
Internet for communication or entertainment
TV and Radio
Concerts
Music
Magazines
Identity
24
How do they define themselves?• Young francophones identify most
strongly with the statement “I am Canadian” (96%), followed by “I am bilingual” (93%).
• Those living in rural areas are most likely to identify with their Canadian and bilingual identities.
– They are also more likely than their urban counterparts to identify with any statement that defines them as French in some way i.e. francophone, Franco-Ontarian, Ontarois, French -Canadian and bilingual francophone.
17. Think about the different ways you might think about yourself. Please tell us how much you would agree or disagree with each statement. I am (a) …
14-17n=194
18-22n=166
Urbann=222
Ruraln=138
Top-two box score Total M
n=194F
n=130Total M
n=49F
n=117 - -
Francophone 79% 80% 78% 78% 87% 69% 72% 87%
Franco-Ontarian
80% 81% 78% 66% 66% 66% 63% 88%
Ontarois 61% 61% 61% 54% 67% 44% 53% 65%
Ontarian 87% 87% 86% 80% 74% 85% 80% 89%
Canadian 96% 97% 95% 93% 90% 96% 94% 96%
French-Canadian
84% 86% 81% 68% 67% 68% 68% 89%
Bilingual 93% 96% 91% 85% 82% 88% 85% 96%
Bilingual Anglophone
57% 62% 50% 48% 56% 42% 54% 52%
Bilingual Francophone
73% 76% 70% 58% 71% 48% 57% 79%
Part of a strong community
47% 52% 41% 50% 54% 46% 49% 47%
Citizen of the world
74% 73% 75% 71% 73% 69% 73% 72%
25
Pride in their identity
• “I am Canadian” and “I am bilingual” are not only the statements they identify with most, they also generate the most pride for respondents.
• Rural respondents are again more likely than urbanites to be proud of any statement that identifies them as francophone in some way.
18. Now, for the same statements, how proud would you be to describe yourself that way? I (am)…
14-17n=194
18-22n=166
Urbann=222
Ruraln=138
Top-two box score
Total Mn=64
Fn=130
Total Mn=49
Fn=117
Francophone 85% 83% 88% 80% 82% 79% 79% 88%
Franco-Ontarian
83% 82% 84% 69% 64% 73% 69% 87%
Ontarois 54% 52% 56% 44% 49% 40% 45% 55%
Ontarian 89% 92% 86% 74% 69% 77% 78% 88%
Canadian 97% 98% 95% 94% 91% 96% 94% 98%
French-Canadian
88% 86% 89% 74% 72% 76% 76% 89%
Bilingual 91% 91% 92% 92% 87% 96% 92% 92%
Bilingual Anglophone
55% 63% 47% 55% 58% 51% 57% 53%
Bilingual Francophone
77% 81% 74% 65% 70% 61% 67% 79%
Part of a strong community
61% 62% 60% 66% 69% 64% 66% 60%
Citizen of the world
71% 75% 67% 74% 79% 70% 73% 72%
26
“True Canadians”
27
They are Canadian first and
foremost.
Their ability to speak French makes
them feel like “true
Canadians” and does
not overwhelm
their Canadian
connection.
Comfort and Choice
28
Communicating with different groups20. In which language do you most often communicate with each of the following:
Frenchn=360
Englishn=360
Total
14-17 18-22 Urban
Rural
Total
14-17 18-22 Urban
Rural
M F M F M F M F
Friends 33% 46% 30% 28% 23% 25% 44% 38% 33% 34% 45% 41% 44% 29%
Parents 52% 54% 60% 50% 42% 44% 63% 29% 30% 22% 32% 33% 32% 25%
Brothers or sisters
43% 48% 45% 39% 38% 33% 57% 33% 31% 27% 40% 36% 39% 24%
Teachers or professors
73% 87% 84% 46% 65% 64% 85% 13% 5% 6% 27% 19% 19% 5%
Business institutions
32% 34% 34% 30% 28% 21% 45% 40% 33% 20% 63% 55% 52% 25%
Staff in restaurants etc.
17% 17% 20% 18% 13% 9% 28% 63% 62% 51% 74% 67% 76% 45%
Government 25% 22% 24% 31% 27% 20% 32% 40% 44% 28% 46% 45% 46% 32%
Health professionals
26% 31% 29% 17% 24% 24% 30% 55% 54% 43% 72% 57% 60% 49%
Social Services
26% 29% 32% 15% 25% 21% 33% 46% 47% 31% 61% 48% 54% 34%
• It is in formal situations with businesses, government organizations, health and social care professionals that respondents are more likely to speak in English.
• Parents and teachers are the two groups they are most likely to speak French with.
– Similar percentages of respondents speak to their friends in French as they do in English.
• However, if they live in a rural area, they are more likely to speak French than an urbanite in every situation.
29
14-17 Total n=194 Males n=64Females n=13018-22 Total n=166Makes n=49Females=117Urban n=222Rural n=138
Choice and Comfort
• Region of residence wields the biggest influence over their choice of English or French.
• Those in the Central-SW areas are more likely to experience discomfort speaking French as they are more likely to choose English over French.
• “A large proportion of English speakers” as well as the infrequency at which people encounter French speakers likely contribute to their choices and comfort level.
21. How often would you say you make a choice to communicate in English instead of French when you could use French?
14-17 18-22North
Ottawa - East
Central - SW
Totaln=194
Mn=64
Fn=130
TotalN=166
Mn=49
Fn=117
n=149 n=64 N=147
All the time 17% 21% 13% 15% 17% 13% 14% 15% 22%
Sometimes 44% 40% 49% 48% 43% 53% 43% 45% 53%
Not very often
30% 29% 31% 25% 25% 24% 30% 30% 21%
Never 9% 11% 6% 13% 15% 10% 14% 10% 4%
22. How often would you say you feel uncomfortable communicating in French?
14-17 18-22North
Ottawa - East
Central - SW
Totaln=194
Mn=64
Fn=130
TotalN=166
Mn=49
Fn=117
n=149 n=64 N=147
All the time 6% 8% 3% 6% 4% 7% 4% 5% 9%
Sometimes 19% 14% 24% 30% 31% 30% 20% 20% 36%
Not very often
32% 31% 33% 27% 16% 37% 31% 27% 31%
Never 43% 47% 39% 37% 49% 26% 44% 49% 25%
30
Uncomfortable situations23. What kinds of situations cause you to feel uncomfortable
communicating in French?
14-17 18-22
Totaln=118
Mn=35
Fn=83
TotalN=117
Mn=27
Fn=90
…when most other people are speaking English
71% 68% 75% 62% 64% 61%
…when I’m with people who I think speak better French than me
33% 29% 37% 55% 53% 56%
...when I have to speak French with people who are older than me
16% 11% 21% 22% 20% 23%
…when I have to speak French in a formal setting, like a school or work presentation
43% 41% 44% 46% 47% 45%
• Easily the most uncomfortable situations for young French speakers is when most other people speak English around them.
– Females aged 14-17 were slightly more likely than males the same age to feel uncomfortable when surrounded by English speakers.
• Both male and female respondents aged 18-22 were far more likely to experience discomfort when they were with people that they think speak “better French” or with “older French speakers”.
• As our respondents age, they likely encounter more people from backgrounds different than their own, and through a broader range of connections (work, college, university) causing a heightened awareness of their language skills and forcing them to identify their own strengths and weaknesses in that regard.
31
Tell us about the times you feel comfortable
« A mon école et avec mes parents car ils sont française »
« Il n'y avait jamais un temps dans mes cours de francais que je ne sente pas a l'aise. C'etait un environment ou toutes les gens voulaient apprendre et ameliorer leurs francais qu'on a tout fait un effort.»
« À des gens qui parle le français- grandparents, parents, frères, soeurs, enseignants.»
« Avec mes amis proches et ma famille car ils me comprennent très bien.»
« Quand j'ai fait de benevolence a une ecole d'immersion francais je m'etais sentie a l'aise de parler en francais parce que les enfants sont plus jeunes de moi et ils ne pourraient pas parler tres bien, alors je n'etais pas nerveuse.»
« Je travaille dans un hotel en tant que sauveteur et alors je rencontre pleins de francophone. Puisque je suis a Toronto, la majorite des employes ne parlent qu'en anglais alors je me sens a l'aise de parler en francais avec les clients.»
32
Tell us about the times you feel uncomfortable« consultation du gouvernement »
« Mon niveau du français est assez bien pour qu'on m'appelle francophone, mais je me sentie mal à l'aise quand je parle avec des gens français de France, et je suis plus comfortable avec les gens Québécois. Toutes les situations formelles, par examples dans les bureaux gouvernementaux et avec des professeurs français ici à L'Université de Toronto, sont aussi parfois en peu gênantes. »
« Sortie en amis, un membre du groupe était unilingue anglophone. »
« Pendant que je suis au travail et il y a des clients qui peuvent seulement parler le français. »
« Normalement, je communique très bien en français. En anglais et en français, je communique mieux par écrit que par oral parce que je trouve que ça me donne plus de temps pour mieux formuler mes idées. J'ai toujours fréquenté des écoles de langue française, mais à l'été, je travaillais dans un camp anglophone, puis quand les cours recommençaient à l'automne, je me sentais toujours un peu mal à l'aise parce que mon français était devenu un peu rouillé. »
« J'ai honte de faire des fautes et alors à l'école je suis souvent nerveuse quand je parle français. »
« Pendant que je parle en français avec mon père et ma sœur ne comprend pas. »
33
Groups that boost confidence• Those aged 14-17 gain the most confidence
from education professionals and from their parents.
– As respondents age they have less day to day contact with their teachers and parents.
– Because teachers and parents provided the supportive environment in which they had been improving their French, they begin to lose their safety net. As a consequence, there is a lower percentage of youth aged 18-22 selecting parents (67% v. 78%) and teachers (69% v. 91%) as groups that boost confidence.
• Respondents aged 18-22 gain the most confidence from their friends.
– Friends are of particular importance to girls in both age groups.
26. Are there any groups of people who do make you feel confident when you are speaking French?
14-17 18-22
Totaln=194
Mn=64
Fn=130
TotalN=166
Mn=49
Fn=117
Friends 66% 56% 77% 80% 72% 85%
Parents 78% 74% 81% 67% 63% 69%
Brothers or sisters 55% 43% 66% 60% 55% 64%
Teachers or professors 91% 94% 88% 69% 64% 73%
Business institutions 28% 34% 21% 16% 11% 19%
Staff in restaurants etc. 21% 23% 19% 27% 33% 24%
Government organizations 19% 27% 12% 21% 19% 22%
Health professionals 27% 34% 20% 19% 8% 25%
Social Services 25% 34% 17% 18% 8% 24%
People who I think speak better French than me
27% 29% 25% 15% 14% 16%
34
Groups that lower confidence
• Respondents aged 18-22 experience the most discomfort in formal situations for example, when dealing with business institutions or health professionals, than those aged 14-17.
– 18-22 year olds also gain less confidence from teachers or professors than those aged 14-17.
• Males aged 14-17 are far more likely than other groups to say they don’t feel confident when speaking French with their friends.
• For everyone the biggest drain on confidence comes from “people who I think speak better French than me.”
27. Are there any groups of people who don’t make you feel confident when you are speaking French?
14-17 19-22
Totaln=194
Mn=64
Fn=130
TotalN=166
Mn=49
Fn=117
Friends 36% 53% 21% 21% 22% 20%
Parents 18% 27% 9% 6% 6% 5%
Brothers or sisters 19% 29% 9% 12% 18% 8%
Teachers or professors 23% 22% 24% 39% 32% 43%
Business institutions 18% 9% 27% 34% 34% 34%
Staff in restaurants etc. 32% 21% 43% 37% 30% 42%
Government organizations
24% 24% 24% 36% 28% 42%
Health professionals 21% 17% 26% 31% 36% 27%
Social Services 21% 14% 28% 21% 19% 22%
People who I think speak better French than me
38% 31% 45% 52% 46% 56%
35
Discomfort + Lack of Confidence = The English Default
Opportunities and Community Engagement
37
Plans for Post-Secondary
• The intent exists to move on into an environment where they will continue to speak French.
• The most prevalent choice for after high school is a bilingual university.
– A bilingual university is most popular in the Ottawa-East region.
– English-only options are the least popular with the group overall, but those in the Central-SW region are most likely to plan to attend an English-language university.
• Region plays a large role in the choice. This is most likely due to the options available to them but it nevertheless makes it more of a challenge in Central and SW Ontario for youth to maintain their French as they move into post-secondary study.
28. After high school, are you planning to attend any of the following educational institutions?
14-17
Totaln=71
Mn=27
Fn=44
Northn=40
Ottawa – Eastn=17
Central – SW
n=16
A French-language college 36% 35% 36% 37% 36% 17%
An English-language college
9% 11% 7% 13% 0% 12%
A Bi-lingual university 63% 66% 59% 54% 88% 45%
An English-language university
19% 15% 25% 13% 22% 38%
French-language college or university in another province or country
34% 33% 35% 26% 42% 45%
38
Career Options
30. How important is it to you that you work in an environment where you can use your French language skills?
14-17 18-22
NorthOttawa - East
Central - SW
Top-two box score Totaln=194
Mn=64
Fn=130
Totaln=166
Mn=49
Fn=117 n=149 n=64 n=147
Very important or important
84% 86% 82% 87% 83% 89% 85% 85% 86%
31. How likely do you think it is that you will work in an environment where you can use your French language skills?
14-17 18-22
NorthOttawa -
EastCentral -
SW
Top-Two Box Score Totaln=194
Mn=64
Fn=130
Totaln=166
Mn=49
Fn=117 n=149 n=64 n=147
Very likely or likely86% 87% 84% 87% 85% 76% 93% 83% 80%
• High percentages of respondents in all age groups, genders and regions want to work in an environment where they can use French and think it is likely they will do so.
– Those in the North region are the most likely to think they will work in an environment where they will use French.
• The career options afforded to young francophones will play an important role in the continuing development of their French skills.
39
The opportunities created by speaking French• Clearly there are strong perceptions that the ability to speak both French and English creates opportunities.
– Those aged 14-17 identify more with educational and career opportunities within Ontario and Canada.– The older 18-22 age group are more likely to see their bilingualism as an asset internationally, likely as they
are closer to the idea of travelling abroad for school, work or pleasure.
40
Other areas enriched by speaking French
« Je crois que parler français me permet souvent de faire de nouveaux amis, car ce n'est pas quelque chose que toute le monde on en commun. Aussi, je resent beaucoup de satisfaction quand je peux venir en aide a quelqu'un qui ne parle pas l'anglais dans un restaurant ou a l'hopital, sa me fait vraiment plaisir de pouvoir les aider! »
« à s'identifier franco ontarien »
« Transmettre ma langue à mes enfants plus tard »
« De l'inspiration pour les jeunes francophones qui ne savent pas encore la valeur de cette langue, et les anglophones de mon âge qui veulent améliorer leurs français. »
« En parlant le français, j'aurais l‘abilite a communiquer et a établir des liens avec des francophones autour du monde. »
« Etre capable d'avoir de meilleures positions et plus d'argent au niveau de ma carrière. »
41
Community Engagement
• Community engagement is highest in the Northern region, Ottawa-East region and among rural respondents.
• For each age group and region, there are lower rates of engagement with the francophone community when compared to their engagement with their community in general.– The lowest rates for engagement with either community is in the Central-SW
region.– The 18-22 age group has a lower rate of engagement than the 14-17 year old
group continuing the trend of decreasing contact with French culture with age.
34. How engaged would you say you were with…
Top-two box scoreTotal14-17n=194
Total18-22n=166
Northn=149
Ottawa – Eastn=64
Central – SW
n=147
Urbann=222
Ruraln=138
YOUR COMMUNITY IN GENERAL: Very engaged or Somewhat engaged
79% 72% 80% 82% 62% 73% 80%
THE FRANCOPHONE COMMUNITY: Very engaged or Somewhat engaged
63% 49% 69% 62% 31% 49% 69%
42
Volunteering
• Volunteering in their community isn’t a hugely common activity among the group.
– The highest rates of volunteering are in urban areas and among respondents aged 14-17.
• The language they use during their volunteer work varies most by region.
39. How often do you volunteer in your community?
Total14-17n=194
Total18-22n=166
Northn=149
Ottawa – Eastn=64
Central – SW
n=147
Urbann=222
Ruraln=138
All the time 21% 16% 21% 17% 17% 22% 16%
40.When you are performing your volunteer work which languages are you using?
Total14-17n=174
Total18-22n=148
Northn=138
Ottawa – Eastn=56
Central – SW
n=128
Urbann=222
Ruraln=138
English 70% 77% 65% 72% 90% 78% 67%French 78% 77% 84% 88% 52% 74% 81%
43
They see opportunity and have desire to connect
44
FrancophoneEvents
45
Francophone Events• Awareness of events is highest
in the North and Ottawa-East region.
– The Central /SW region is lacking when it comes to awareness.
• Respondents who weren’t aware of any events were asked why they thought they didn’t know any.
• The most common reason cited was that they didn’t look for any and therefore never knew about them.
– This reason was most commonly cited by those aged 14-17 and those in the Ottawa region.
41. Are you aware of any events in Ontario that occur in French or partly in French?
14-17 18-22
NorthOttawa -
EastCentral -
SW
Totaln=194
Malen=64
Femalen=130
Totaln=166
Malen=49
Femalen=117 n=149 n=64 n=147
Yes 46% 48% 44% 39% 34% 43% 48% 47% 29%
Not sure 46% 45% 48% 44% 46% 42% 47% 38% 50%
No 8% 7% 9% 17% 20% 15% 5% 15% 21%
42.Why do you think you aren’t aware of any events?
14-17 18-22
NorthOttawa -
EastCentral -
SW
Totaln=17
Mn=4
Fn=13
Totaln=33
Mn=11
Fn=22 n=9 n=9 n=32
I don’t ever try to look for any
88% 100% 77% 66% 70% 61% 71% 100% 55%
There aren’t any in the region I live in.
23% 0% 43% 16% 8% 25% 29% 9% 22%
Event organizers don’t put advertising for Francophone events where I would see them
44% 49% 39% 44% 30% 61% 19% 42% 57%
46
So then, where should the advertising be placed?• Respondents who indicated at the
previous question that they never saw advertising for francophone events were asked where the advertising should be placed to capture their attention.
• Schools and campuses were thought to be the best place by every group.
– Schools, colleges and universities have an important strategic role in the promotion of French culture outside their traditional skills development role.
43. Where should they put the advertising to make sure you and others like you see the event advertising? Select all that apply.
14-17 18-22
NorthOttawa -
EastCentral -
SW
Top-Ten OnlyTotaln=7
Mn=2
Fn=5
Totaln=18
Mn=4
Fn=14 n=2 n=4 n=19
On popular web sites or portals
23% 0% 48% 63% 50% 71% 100% 21% 56%
Outside on posters
64% 100% 25% 43% 25% 54% 0% 79% 42%
In popular magazines
38% 50% 25% 17% 25% 12% 0% 29% 26%
In your local free entertainment weeklies
6% 0% 13% 11% 0% 18% 0% 0% 16%
In your local free daily newspaper
6% 0% 13% 28% 25% 29% 0% 0% 34%
In your local free weekly newspaper
0% 0% 0% 24% 25% 24% 0% 0% 26%
On television 100% 100% 100% 62% 75% 54% 50% 100% 66%In stores and other venues
29% 0% 61% 58% 75% 48% 50% 21% 62%
In your school or on your campus
100% 100% 100% 87% 75% 94% 100% 100% 86%
On public transit 57% 50% 64% 82% 100% 71% 0% 71% 84%Before movies at a cinema
55% 50% 61% 45% 50% 42% 50% 50% 48%
47
Event Awareness
• Respondents who said they were aware of francophone events were asked which events they were aware of.
• The top ten events for awareness are detailed in the table.
• The Central-SW region has the lowest awareness for all events.
• The 18-22 age group shows lower awareness than the 14-17 age group.
• The Célébrations locales du drapeau franco-ontarien were considerably more popular with the 14-17 group than with the 18-22 group. This can easily be explained as elementary and secondary schools often host these events.
44. Which if any of the following events have you heard of?
14-17 18-22
NorthOttawa - East
Central - SW
Top-Ten Only
Totaln=171
Totaln=80
Mn=30
Fn=50
Totaln=61
Mn=16
Fn=45
n=69
n=31 n=41
Célébrations locales de la St-Jean-Baptiste
74% 76% 71% 82% 69% 58% 78% 85% 69% 51%
Célébrations locales du drapeau franco-ontarien
72% 83% 82% 84% 55% 47% 62% 83% 74% 43%
Jeux franco-ontariens
67% 72% 73% 70% 60% 53% 66% 74% 71% 46%
Festival franco-ontarien
63% 65% 63% 67% 61% 63% 59% 57% 94% 38%
Écho d'un peuple
59% 60% 52% 70% 55% 54% 57% 62% 84% 15%
Salons du livre 53% 49% 45% 54% 58% 59% 56% 56% 51% 46%
Événements / spectacles dans un centre culturel
44% 43% 40% 47% 45% 40% 48% 50% 41% 32%
Festival de la St-Jean
43% 50% 52% 48% 31% 36% 28% 66% 24% 9%
Festival de l'humour
40% 46% 47% 45% 32% 32% 31% 56% 35% 9%
La Nuit sur l'étang
35% 30% 22% 38% 44% 39% 49% 47% 28% 16%
48
Event Awareness• Educational institutions are the
most common way for respondents to find out about francophone events:
– This aligns with the respondents who aren’t aware of events indicating they would like to find out about events through their school.
• Friends are also again seen to be an important way for them to hear about the events.
45. How have you come to be aware of these events? Select all that apply.
Total 14-17 18-22
NorthOttawa -
EastCentral -
SW
Totaln=171
Totaln=80
Mn=30
Fn=50
Totaln=61
Mn=16
Fn=4
5
n=69
n=31
n=41
In your school or on your campus 79% 78% 78% 79% 81% 82% 80% 82% 84% 65%
Friends tell me about them 59% 56% 57% 56% 62% 68% 58% 63% 60% 46%
On the radio 52% 55% 57% 54% 46% 47% 46% 60% 55% 26%
Family members tell me about them
47% 51% 44% 58% 42% 40% 44% 48% 59% 31%
On television 46% 47% 45% 50% 43% 41% 45% 49% 55% 24%
They go on in my community 42% 40% 40% 40% 44% 36% 51% 43% 56% 20%
Billboards 41% 41% 36% 46% 43% 42% 43% 42% 60% 14%
On popular web sites 33% 32% 29% 36% 34% 40% 29% 30% 37% 33%
I’ve been going to events like these for years, aware
32% 33% 37% 29% 31% 27% 33% 32% 45% 16%
Outside on posters 28% 29% 26% 33% 27% 25% 28% 28% 38% 15%
49
Event Attendance• In terms of attendance, the most
frequently attended events are the local Franco-ontarian flag celebrations, local St-Jean-Baptiste celebrations and book fairs.
– Those in the Central-SW region are more likely to be going to book fairs than any other event. This makes the book fairs a key area for further cultural promotions in this region.
• Historical celebrations are among the most popular events.
• It is important to note the drop-off between awareness and attendance.
46. Which of these events have you attended in the past five years?
Total 14-17 18-22
NorthOttawa - East
Central - SW
Totaln=171
Totaln=80
Mn=30
Fn=50
Total
n=61
Mn=16
Fn=45
n=69
n=31
n=41
Célébrations locales du drapeau franco-ontarien
52% 60% 65% 56% 37% 37% 37% 58% 59% 18%
Célébrations locales de la St-Jean-Baptiste 50% 51% 47% 55% 49% 53% 45% 62% 39% 32%
Salons du livre 32% 32% 26% 38% 33% 34% 32% 29% 34% 40%
Écho d'un peuple 31% 34% 32% 35% 26% 22% 30% 23% 57% 9%
Jeux franco-ontariens 31% 33% 32% 34% 27% 18% 35% 26% 41% 28%
Festival franco-ontarien 27% 31% 33% 28% 20% 9% 29% 16% 58% 6%
Événements / spectacles dans un centre culturel
22% 21% 17% 25% 24% 18% 29% 21% 28% 15%
Festival de la St-Jean 19% 21% 21% 21% 16% 18% 15% 30% 10% 1%
Festival de l'humour 19% 23% 26% 19% 13% 11% 14% 30% 4% 8%
Théâtre français du Centre national des arts
15% 11% 13% 8% 23% 26% 20% 5% 40% 8%
50
Who do you go with?
• Event attendance relies heavily on their personal connections.
• They are attending most often with friends.
– This is followed by their parents.
– For the 14-17 group, teachers play a key role, likely through field trips. Whatever the reason, this early engagement is important to their continued engagement.
47. Who are you most frequently attending with?
14-17 18-22
NorthOttawa - East
Central - SW
Totaln=80
Mn=30
Fn=50
Total
n=61
Mn=16
Fn=45
n=69
n=31
n=41
Friends 84% 83% 84% 88% 86% 89% 84% 90% 81%
Parents 56% 50% 63% 51% 40% 61% 53% 65% 40%
Brothers or sisters 40% 43% 38% 38% 32% 43% 42% 42% 25%
Other family members 20% 22% 18% 10% 0% 19% 18% 17% 10%
Teachers or professors45% 45% 45% 35% 38% 32% 36% 48% 47%
51
What are the best things about the events?
• The most resonant aspect of these events is the celebration of the French language through the arts. This sentiment is slightly stronger with the 18-22 group and those in the Ottawa-East region.
– Any event that has an arts element to it, music, film etc. should play a large role in any messaging regarding the event.
• Respondents also reported the events are also enjoyed for the celebration of French history.
– This aspect is more popular with females, and those aged 18-22.
48. What do you think are the best things about events such as these?
14-17 18-22
NorthOttawa - East
Central - SW
Totaln=80
Mn=30
Fn=50
Totaln=61
Mn=16
Fn=45
n=69
n=31
n=41
Celebrating the French language through the arts
65% 63% 67% 75% 76% 75% 66% 74% 66%
Connecting with other Francophones
47% 45% 49% 55% 58% 53% 50% 55% 41%
Seeing and engaging with important figures in Francophone culture like writers, musicans etc.
37% 32% 43% 36% 36% 36% 39% 37% 28%
Celebrating the French history
51% 48% 54% 66% 56% 75% 51% 68% 57%
Celebrating my community
27% 30% 24% 36% 27% 43% 32% 34% 19%
The sense of belonging I feel at these events
33% 31% 35% 60% 57% 63% 40% 57% 30%
52
Why don‘t you attend any events?
• Those 14-17 are the most likely to say they aren’t interested in attending any of the events.
• Those in the Central-SW region are far less likely than those in other regions to say they aren’t interested, and they are the most likely to say that no one would want to go with them.
49. Why do you think you don’t attend any of these events?
14-17 18-22
NorthOttawa -
EastCentral -
SW
Total n=17
Mn=4
Fn=13
Totaln=33
Mn=11
Fn=22 n=9 n=9 n=32
I don’t ever try to look for any Francophone events.
39% 36% 44% 41% 49% 33% 37% 52% 35%
There aren’t any in the region I live in.
17% 16% 19% 18% 14% 22% 27% 0% 23%
Event organizers don’t put advertising for Francophone events where I would see them
14% 0% 35% 12% 5% 18% 10% 6% 18%
I’m not really interested in attending
47% 44% 52% 28% 5% 51% 38% 54% 27%
No one I know would be interested in going with me
25% 13% 42% 39% 37% 42% 13% 20% 51%
53
What could increase your interest?
• Celebrating the French language through the arts is thought by our non-attendees to be the area that would generate the most interest.
– This aligns with our attendees, who say this is the best part of attending the events.
50. Would any of the following make you interested in attending any Francophone events?
14-17 18-22
NorthOttawa -
EastCentral -
SWTotal n=17
Mn=4
Fn=13
Totaln=33
Mn=11
Fn=22 n=9 n=9 n=32
Celebrating the French language through the arts
55% 52% 60% 65% 63% 68% 45% 70% 64%
Connecting with other Francophones
25% 28% 20% 39% 42% 36% 27% 22% 41%
Seeing and engaging with important figures in Francophone culture like writers, musicans etc.
2% 0% 5% 29% 36% 24% 3% 22% 21%
Celebrating the French language and culture
14% 12% 17% 27% 19% 35% 15% 0% 36%
Celebrating my community 1% 0% 3% 15% 24% 7% 0% 0% 18%
If my friends were going
49% 40% 62% 67% 64% 70% 38% 56% 72%
If the events were more geared to my interests
19% 16% 24% 40% 54% 27% 13% 38% 36%
54
Driving Attendance
55
Inspiration
56
What inspires you?
• Music, friends and human rights issues are the top three most inspiring issues for the group.
• The promotion of culture is in the top ten (of fifteen) of the most inspiring issues for them.
– It is strongest among the 18-22 age group, and in the Ottawa-East region.
51. For each of the following, tell us how much you are personally inspired by each.
Total 14-17 18-22
NorthOttawa - East
Central - SW
Top -Ten OnlyTotal
n=360Total
n=194Malen=64
Femalen=130
Totaln=
166
Malen=49
Femalen=
117
n=149 n=64 n=
147
Friends 87% 88% 84% 93% 86% 89% 83% 91% 87% 79%
Music 71% 69% 61% 78% 75% 75% 75% 68% 70% 79%
Human rights67% 65% 66% 64% 69% 70% 67% 63% 73% 65%
Environmental Issues 65% 67% 72% 61% 63% 67% 61% 67% 65% 63%
Protection of Canada’s wilderness
59% 58% 67% 48% 59% 65% 54% 59% 61% 56%
Innovation or technology 56% 58% 69% 46% 53% 70% 38% 56% 56% 54%
Cultural promotion 53% 52% 53% 50% 55% 53% 56% 51% 50% 60%
Community 52% 50% 48% 52% 55% 52% 58% 48% 58% 53%
Art 49% 47% 42% 53% 51% 58% 44% 42% 54% 56%
Fashion 48% 53% 44% 63% 41% 24% 56% 52% 39% 50%
57
Awareness of famous francophones
• The highest awareness was for Paul Demers (singer of “Notre Place”), perhaps unsurprising considering his role in the promotion of Franco-Ontarian culture.
• The remaining top-ten were made up of those from the arts, politics and sports figures.
53. Below is a list of famous or semi-famous Francophones from Ontario. Which, if any, have you heard of? Select all that apply.
14-17 18-22
NorthOttawa - East
Central - SW
Total Total M FTota
l M F
Paul Demers56% 58% 51% 65% 53% 43% 62% 71% 50% 30%
Véronic DiCaire39% 36% 29% 43% 44% 35% 52% 51% 41% 13%
Claude Giroux34% 35% 42% 28% 33% 31% 36% 41% 33% 21%
Dominique Demers 33% 39% 29% 49% 26% 16% 35% 37% 37% 21%
Robert Paquette30% 26% 21% 30% 35% 30% 40% 40% 25% 15%
Jacques Martin28% 28% 35% 20% 28% 31% 26% 23% 42% 20%
Derek Roy27% 34% 49% 18% 18% 19% 16% 29% 23% 27%
ZPN (David Muipatayi) 26% 32% 37% 27% 19% 22% 16% 19% 45% 18%
Gisèle Lalonde26% 31% 34% 28% 20% 20% 19% 11% 65% 8%
Bob Hartley26% 25% 36% 13% 28% 32% 24% 25% 33% 19%
58
Inspiration from famous francophones
• Examining the same list of figures in terms of how inspiring each individual is shows a different mix.
– Although there are still those from the arts and sports worlds, the list features far more business and political leaders.
54. Of those people you are aware of, please tell us how much each inspires you and makes you proud to be a Francophone.
14-17 18-22
NorthOttawa - East
Central - SW
Total Total M FTota
l M F
Ronald Caza 89% 77% 75% 81% 97% 100% 83% 81% 100% 71%
Bernard Grandmaître 86% 89% 100% 77% 83% 50% 100% 0% 100% 50%
Louise Arbour 68% 61% 73% 56% 71% 75% 66% 68% 66% 71%
Mariette Carrier-Fraser 67% 65% 75% 52% 70% 79% 57% 65% 77% 46%
Gisèle Lalonde 63% 63% 70% 55% 62% 50% 74% 73% 63% 35%
Tricia Foster 61% 66% 59% 76% 52% 45% 63% 58% 71% 46%
Michel Bénac 61% 63% 59% 64% 60% 70% 54% 66% 51% 63%
Madeleine Meilleur 59% 56% 79% 37% 60% 69% 52% 73% 52% 53%
Paul Demers 57% 56% 44% 65% 60% 65% 56% 56% 63% 50%
Derek Roy 56% 66% 69% 56% 33% 31% 35% 60% 65% 39%
59
Summary & Recommendations
60
The issue at hand
61
Throughout the cycle they are experiencing situations where speaking French makes them uncomfortable.
Some areas will boost their confidence and other areas will bring their confidence down.
Discomfort speaking French causes a default to English
62
Their bilingualism gives them pride and they see clearly the opportunities it provides them.
But it also facilitates the English default.
Dealings with government and health and social services
• Ontarians have the right to services in both official languages but the fact that dealings with government and other services often cause them to feel uncomfortable speaking French is troubling.– Increasing the awareness of these agencies that their
staff is discouraging French speakers will be the first step in beginning to reverse this.
– Any government agency worker needs to fully understand their role in the promotion of French language and culture.
• It also raises questions about the French services offered.– Are French speaking staff always available?– Do French speaking staff also default to English (as our
young French speakers do) if they are able?
63
“The Perfect Storm” for French development
64
The more of these building blocks in place, the more young francophones will be able to fend off the domination of English.
The role of educational establishments
• After high school, the majority of respondents indicated they will go to a bilingual college or university.– The intent is there to continue their French, in conjunction with English.– Schools not only play a huge role in creating an atmosphere in which to gain
confidence with their French language skills but are also the most commonly cited place for effective event messaging.
– Schools and universities are an important area of focus for the promotion of French culture and connections should be developed for educational establishments to become strategic partners in the promotion of Franco-Ontarian culture.
65
The conundrum of age
• Younger francophones show the highest incidence of non-attendance at events, although at that point in their life they are engaging with French more regularly and with more confidence.– By the time they are older and more likely to want to engage in
their culture more overtly through the events, they have come to be less confident in their French skills, which prevents their engagement.
66
Consider what you now know about them• They aren’t any different than other youth and they will be
attracted to events that inspire them and reflect their interests.
67
Awareness vs. Attendance
68
The gaps between awareness and attendance present a challenge to effectively message these events.
The two events with the largest gaps are the Festival franco-ontarien and Jeux franco-ontariens with a difference of 37% between awareness and attendance.
Family & Friends• Their family for the most part boost
their confidence when speaking French and cause them little anxiety.
• They also frequently mention family as a reason to continue with French.– So they can speak to grandparents
and pass their language on to their children.
• Friends also create for the most part a comfortable environment for speaking French.– However, anglophone friends
cause the English default.
69
Rural v. Urban
• There are fewer English choices in rural French communities, making the interaction natural and normal, and not necessarily choice-based.
• In urban areas they have increased access to more avant-garde franco-phone culture through concerts, films etc. – But they have to choose to
interact with it and it is often drown out by English media and events.
70
The Central SW Region
• The Central-SW region is an area of concern. There are hints of their attempts to engage but as they live in an area where English culture is at its most pervasive, they seem to struggle to establish or maintain a francophone connection.
• Those in the region show interest in francophone events, but the lack of other francophones to attend the events with stymies their interest.
– 41% say they would like to go to meet other francophones, compared to 27% and 22% from the other regions.
– 72% say they would go if they had someone to go with.
• This fragmented Francophone population needs special treatment.– They want to interact with French
culture, but struggle to.– They say they don’t have people to
attend with.– This area should be messaged with
additional strength, with weight on the aspects that resonate the most with them
71
Thank-you!
Report Contacts:
Max ValiquettePresident
Caroline WilsonManager, Research and Strategy
416.204.1256 x [email protected]
72