Big data shows positive shift in attitude towards Wales’ language, economy and culture worldwide
Attitudes towards Wales’ language, economy and culture among people of Welsh descent living around the world is shifting in a positive way, an online ethnographic study has revealed.
The Canadian digital anthropology company sapient.d conducted the research project measuring attitudes towards the Celtic countries – Wales, Scotland, Ireland, Cornwall, Manx, Brittany – and found that Wales had seen the biggest rise in positive associations.
The words people of Welsh descent associated with Wales became significantly more positive, they said. In 2008 key words included ‘poor’, depressing’, ‘uneducated’ and ‘dark’. In 2019 these words were replaced by new terms included ‘industrious’, ‘sophisticated’, ‘learned’, ‘adventurous’ and ‘ecological’.
The research also found that the Welsh language was increasingly popular with the Welsh diaspora, especially third and fourth generations who took pride in learning key words and phrases to share on social media channels, which gave them a greater sense of belonging.
Giles Crouch, managing partner of sapient.d, born in the UK and a dual citizen of Canada of Welsh descent said: “Wales is enjoying part of the renaissance of Celtic culture around the world.
“Wales has become much more prominent in the last few years. There has been quite a shift in perceptions over ten years in a positive and transformative way.”
The research specifically measured reasons the diaspora would travel to Wales. The highest motivator at 47 per cent was Heritage and Ancestry, wanting to ‘trace their roots’.
Second was Celtic Culture (33%), followed by Adventure and Eco Travel (12%) and the Eisteddfod, which alone accounted for eight per cent.
Wales was perceived as the ‘New Zealand of the north’ with Tolkein and similar fantasy references featuring prominently. The online activity of the diaspora also showed that their top interest was literature along with a wide range of other interests including travel.
Walter May, founder and CEO of GlobalWelsh said: “Wales is on the cusp of an exciting time of opportunity and the diaspora are a key part of that.
“They are engaged, are likely to be able to invest in Wales, understand the new economy Wales is growing, have very strong cultural associations and – usually! – are a strong source of tourism.
“As well as the opportunity for Welsh diaspora to invest in Wales GlobalWelsh believes this research points the way for Welsh businesses which are interested in trading and selling internationally to engage with this audience. By creating and targeting content in which the diaspora has an interest, businesses will see increased engagement.”
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We are asserting ourselves and the diaspora can feel it.
I’m pleased to read this article, trouble is, the amount of English immigration and second homes, there’s not going to be much of a Wales left, for the diaspora to enjoy.
He is right thou. Its not right that young people like me who are born and bread in Wales and speak Welsh should have to live in other countries because they can’t afford homes in their own country due to stupid prices that only English people can afford
So why aren’t the Welsh selling houses more cheaply to locals instead of making good money?
Don’t make the common mistake of confusing xenophobia with anti-colonialism.
Complaining about ‘English immigration’ is not anti-colonialism it is targeting people who choose to live in Wales and who have comitted the crime of being born on the other side of the border. When I read that and the many iterations of it I see in IndyWelsh media I read ‘go home you’re not welcome here’. For someone who wants to live and work here you might see how this is somewhat unpleasant. I am sorry that there is a housing crisis here but I do not see how ‘The English’ are solely responsible for it. What about a rich… Read more »
Yes, an anglophone person from Casnewydd would be part of the problem as regards driving up house prices and failing to preserve the Welsh language as the community vernacular unless he/she were to begin to learn the language that he was not given the opportunity to learn in school if he belonged to one of the generations affected by this. But you’ll appreciate that the case of your theoretical Newportonian is rare in comparison with the numbers who do not originate from that city but from the eastern side of Clawdd Offa and who make no attempt to learn the… Read more »
Or natives who only make an effort to learn Welsh when they are older and see it as the cornerstone of some mean minded repetitive Jac o the North cronyism.
Never having anything but the same nasty xenophobic ideas based around holiday homes.
Stop Welsh people selling property for good money if you can or have the nerve to try?
No. Just type the endless “across the clawed” nonsense.
I’m learning Welsh and maybe one day I will move to Wales so that I can use it. Does that bother you?
Sounds like a commendable thing to do, and suggests a willingness to make a small contribution to the country in helping the WG to achieve a million speakers. You’ll be getting a job here, no doubt? Which part of Wales are you hoping to move to?
I guess that the answer to that comment is – it depends ! An immigrant who arrives and “joins” the nation is to be valued, more than just his/her tax contribution and spending power. However the immigrant who settles into a colonialist mindset adds no value other than that tax paid and what might be spent and has a negative corrosive value which remains unquantified.
This is why we need our independance to show our neighbour england we can make it in the wider world