The issue of racism in Canada was recently brought into sharp focus when, shortly before the Canadian election, photos and videos of Prime Minister Justin Trudeau in blackface and brownface emerged. They had been taken on at least three occasions in the 1990s and early 2000s. Trudeau—widely praised for his socially progressive agendas—quickly apologized and promised to do better.
Trudeau’s repeated use of blackface (and his subsequent re-election despite public knowledge of it) angered many and left Canadians wondering just how common racism is in their country. Veteran hockey commentator Don Cherry was recently fired by Sportsnet following contentious comments about immigrants. The broadcaster issued a statement that “Following further discussions with Don Cherry after Saturday night’s broadcast, it has been decided that it is the right time for him to immediately step down. During the broadcast, he made divisive remarks that do not represent our values or what we stand for.”
Americans—and the Trump administration specifically—are often characterized as inherently racist; New York Times writer Brent Staples, for example, wrote on Twitter (on January 12, 2018) that “Racism and xenophobia are as American as apple pie.” Whether racism and xenophobia are as Canadian as poutine is of course another question. Earlier this year, on May 21, 2019, Canadian news organization Global News reported on a survey that seemed to shed light on that question. The article was titled “Nearly 50% of Canadians Think Racist Thoughts Are Normal: Ipsos poll.”
The article began, “Almost half of Canadians will admit to having racist thoughts, and more feel comfortable expressing them today than in years past, a new Ipsos poll reveals … The poll, conducted exclusively for Global News, found that 47 per cent of respondents thought racism was a serious problem in the country, down from 69 per cent in 1992. More than three-quarters of respondents said they were not racist, but many acknowledged having racist thoughts they did not share with others. (All of the Ipsos poll data is available online.) ‘We found that (almost) 50 per cent of Canadians believe it’s OK and actually normal to have racist thoughts,’ said Sean Simpson, vice-president of Ipsos Public Affairs.”
Having researched and written about misleading polls and news articles on many topics, including hatred of transgendered people (see, for example, my article “Do 60% Of People Misgender Trans People To Insult Them?”); Holocaust denial (see, for example, my article “Holocaust Denial Headlines: Hatred, Ignorance, Or Innumeracy?”); and even whether or not the public believes that Native Americans exist, something about that headline struck me as off. I didn’t necessarily doubt the statistic—racism is a serious problem in Canada, America, and elsewhere—but my journalistic skeptical sense urged a closer look. The poll was conducted between April 8 and 10, 2019, sampling 1,002 Canadian adults and had a margin of error of ±3.5 percent.
I clicked through the link to the original poll by the Ipsos organization. Their About Us page explains that “In our world of rapid change, the need for reliable information to make confident decisions has never been greater. At Ipsos we believe our clients need more than a data supplier, they need a partner who can produce accurate and relevant information and turn it into actionable truth.”
The Ipsos page referencing the poll displayed a large headline “Nearly half (47%) of Canadians think racism is a serious problem in Canada today, down 22 points since 1992 (69%).” Just below this, in much smaller size, was the line “Even so, almost half (49%) admit to having racist thoughts.”
That seemed to provide a clue, as of course 49 percent may be the “nearly half” referred to in the Global News headline, but I noticed that the wording had changed: The headline stated that about half of “Canadians think racist thoughts are normal”—not that half of Canadians say they have racist thoughts. Just because you acknowledge having a racist thought does not logically mean that you think it’s “normal” or acceptable to do so; plenty of surveys and polls ask about socially and morally unacceptable behavior, ranging from infidelity to murder (a 2018 survey in Japan found that more than one in four Japanese workers admitted that the thought of killing their boss had crossed their mind on at least one occasion).
But I know that sometimes headlines are misleading, and I assumed that the statistic was contained in the poll. Many people of course don’t read past the headline; of those who do read the full article, very few will bother to click on the link to the polling organization’s data page; even fewer will actually open the original report; of those who do, most will read only the executive summary or highlights section. Vanishingly few people—if anyone—will read the full report.
This is understandable, as audiences naturally assume that a journalist, news organization, or pollster is accurately reporting the results of a poll or survey. If a news headline says that 40 percent of hockey fans drink beer during games or 85 percent of airplane pilots have college degrees, we assume that’s what the survey or research found. As I discuss in my media literacy book Media Mythmakers: How Journalists, Activists, and Advertisers Mislead Us, that’s not always the case.
Like a game of Telephone, each step away from the original findings may change (usually toward simplifying and/or sensationalizing) that information. Whether intentionally or accidentally, errors can creep in every time the data are explained, summarized, or “clarified.” Usually these changes are minor and go unnoticed, because of course a person would have to check the original report to catch any discrepancies. But now and then another journalist, pedant, or researcher will take the time to check and see that something’s amiss.
Because the poll is available online, I read through it. There were many questions about many facets of racism among the Canadian respondents, but I found no reference whatsoever to the statistic mentioned in the headline. I checked again and still found nothing.
I reached out to the author of the piece, Global News Senior National Online Journalist Josh K. Elliott, and the author of the report, Sean Simpson, the Ipsos vice-president of public affairs, asking for clarifications, including which specific question item was referred to in the article.
I wrote, in part:
I read through the original Ipsos report but was unable to find the poll results you referenced in the headline, and that Sean Simpson references in your quote. I did a document search for the specific term used, “normal,” assuming that it would appear in the survey question. I found three matches, on pages 3, 19, and 20, but in none of the cases was I able to find results suggesting that “nearly 50% of Canadians think racist thoughts are normal.”
I have been unable to find that data anywhere in the Ipsos report. The closest I could find was the statistic that half of Canadians say they sometimes have racist thoughts (Question 7). But of course just because you acknowledge having racist thoughts does not logically mean that you think it’s “normal” or acceptable to do so; plenty of surveys and polls ask about socially and morally unacceptable behavior, ranging from infidelity to murder. Question wording is of course critically important in interpreting polls and surveys, and I’m concerned that “having racist thought” was mistakenly mistranslated to “think it’s normal to have racist thought” in your piece. If that statistic appears in the Ipsos report cited, please direct me to it, either by question or page number. If that statistic does not appear in the report, please clarify where it came from. Thank you.
After repeated inquiries, I was informed that Mr. Elliott no longer worked at that desk, but I got a response from Drew Hasselback, a copy editor at GlobalNews (and, eventually, a cursory and seemingly reluctant reply from Mr. Simpson).
I was directed to four questions that they said were used as the basis for the headline. I looked again at each of them.
• The first, Question 7.6, asks “To what extent do you agree or disagree that racism is a terrible thing?” In response, nearly nine in ten (88 percent) of Canadians agree that racism is terrible. It didn’t speak to whether Canadians think racist thoughts are normal, but if anything seemed to contradict the claim.
• The second, Question 7.5, asked “To what extent do you agree or disagree with the following: I can confidently say that I am not racist.” Of those polled, over three quarters (78 percent) agree that they can confidently say they’re not racist. Again, this hardly suggests that racism is considered normal among the respondents, and it contradicts the reporting and the headline associated with it.
Frankly, I’m surprised the number is that high. Why might a minority of otherwise non-racist Canadians not be able to “confidently” say that they are not racist? In part because there is a presumption that everyone is racist, whether they realize it or not. This is a widely held view among many, especially progressives and liberals (it’s so common in fact that it serves as the basis for Question 7 in the poll). In other words, even if they sincerely and truly don’t consider themselves racist and have no racist thoughts ever, they would be reluctant to go so far as to state categorically and confidently to others that they are not at all racist. (You see the same issue with polls asking women if they would use the word beautiful to describe themselves; very few do, though they will call themselves pretty, attractive, etc. Doing so is seen as vain, just as stating “I’m confident I’m not racist” would be considered by many to be boasting or virtue signaling.)
• The third was Question 7.3, which asks to what extent people agree or disagree with the statement, “While I sometimes think racist thoughts, I wouldn’t talk about them in public.” This, once again, does not support the news headline. It is vitally important when interpreting polls and surveys to parse out the precise question asked. Note that it is a compound question framed in a very specific way (asking about whether one would express a thought in public); the question was not “Do you sometimes think racist thoughts?” But even if it were, you cannot generalize “people sometimes do X” to “it’s normal for people to do X.” Merriam-Webster, for example, defines normal as “average” or “a widespread or usual practice.” Thus, a poll or survey question trying to capture the incidence of a normal behavior or event would use the word usually instead of sometimes.
• Finally, we came Question 7.1, the only question that specifically uses the word normal and asks if Canadians agree that “It’s perfectly normal to be prejudiced against people of other races.”
As I noted, this question and its response do not accurately capture the question of whether or not “X% of Canadians think racist thoughts are normal” (as the Global News headline reads), but even if it did, we find that the headline is still wrong. From this statistic alone, the correct headline would be “22% of Canadians think racist thoughts are normal”—which is less than half the number reported in the headline. About one in five whites and one in three minorities said that it’s normal to be prejudiced against people of other races, as did one in four men and one in five women. Instead of nearly half of Canadians thinking racism is normal, nearly 70 percent of Canadians disagreed that racial prejudice is normal.
The Ipsos poll itself seems well-researched, sound, and contains important information. Unfortunately, its conclusions got mangled along the way. The question is not whether specific Canadians (such as Trudeau or Cherry) are racist but instead whether or not those views are widely held; it’s the difference between anecdote and data. Polls and surveys can provide important information about the public’s beliefs. But to be valid, they must be based on sound methodologies, and media-literate news consumers should always look for information about the sample size, representativeness of the population, whether the participants were random or self-selected, and so on. And, when possible, read the original research data. News reports, such as the one I’ve focused on here, leave the false impression that racism is more widespread and socially acceptable than it really is. Racism is a serious issue, and understanding its nature is vital to stemming it; indeed, as Iposos notes, “In our world of rapid change, the need for reliable information to make confident decisions has never been greater.”