Canadian Attitudes Toward the Seal Hunt

Table of Contents

1. Introduction
    
2. Summary of Findings
    
3. Top-of-Mind Concerns
   Most important issue facing the regulation and management of fisheries in Canada
   Most important issue in the regulation and management of marine mammals in Canada
    
4. Knowledge and Familiarity
   Knowledge of seal populations and quotas
    
5. Satisfaction with the Federal Government's Handling of Seal Hunt Issues
    
6. Support and Opposition to the Seal Hunt
   Initial support and opposition to the seal hunt
   Support and opposition to the seal hunt based on federal policy parameters
   Post-simulated debate support or opposition to the seal hunt
   Efficacy of arguments for and against the hunt
   Demographic differences
    
7. Attitudinal Segmentation
   Description of the attitudinal segmentations
   Support for the seal hunt
   Seal hunt arguments by attitudinal cluster
    
8. Effectiveness of Arguments For and Against the Seal Hunt
   Simulated debate of factors that might change support to opposition
   Simulated debate of factors that might change opposition to support
    
9. Seals and Fish Stocks
    
10. Economic Viability of the Seal Hunt
     
11. Strongest Argument in Favour of the Seal Hunt
     
12. Strongest Argument Against the Seal Hunt
     
13. Believability of Spokespersons
     
14. Media Recall and Sources of Information
    Recall of recent information about the seal hunt
    Type of information recalled about the seal hunt
    Sources of information
     
15. Methodology

1. Introduction

The Environics Research Group is pleased to present the Department of Fisheries and Oceans (DFO) with the following report on public opinion research regarding Canadian attitudes toward the seal hunt. This report is based on the results of a 15-minute telephone survey of 1,021 adult Canadians conducted between March 13th and 21st, 2000. The survey results are accurate to within ± 3.2 percentage points, 19 times out of 20. Survey results presented in graphic or tabular format are subject to rounding and therefore may not sum to 100.

This research was conducted with a view to updating previous research by DFO. The previous research took place in 1992 and consisted of a series of omnibus questions placed on a national omnibus survey vehicle. The current study includes the questions from the 1992 research project as well as a number of new questions that provide additional insight into Canadians' attitudes toward the seal hunt.

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2. Summary of Findings

This report by the Environics Research Group is based on the results of a 15-minute telephone survey of 1,021 adult Canadians conducted between March 13th and 21st, 2000. The survey results are accurate to within ± 3.2 percentage points, 19 times out of 20. This research was conducted with a view to updating previous research by DFO in 1992.

Context

Canadians believe that sustainability issues, including low fish stocks (21 percent), and over-fishing by foreigners (14 percent) are the two most important issues facing the regulation and management of the fisheries in Canada today. Less than one percent of respondents identify seal hunting or seals eating fish as the most important issue.

A plurality of Canadians (47 percent) are unable to say what they believe is the most important issue facing the regulation and management of marine mammals in Canada today. Of those who do offer their opinion, one in five say that issues of sustainability and protection, including the regulations' potential impact on endangered species and preservation of habitat (21 percent), are the most important issues today. Other popular mentions include pollution (7 percent), poor management of marine mammals by the DFO (6 percent) and over-fishing by foreigners (4 percent).

Seven in ten Canadians (71 percent) say that they are either not very familiar (34 percent) or not at all familiar (37 percent) with the issues surrounding the seal hunt. One-quarter of Canadians say they are somewhat familiar (25 percent) and only three percent say they are very familiar with the issues surrounding Canada's seal hunt.

Overall, Canadians do not have an accurate sense of the current seal population on the East Coast, nor do they have a true sense of the seal hunt quotas. In both cases, Canadians under-estimate the actual numbers, with a majority (59 percent) believing that the total seal population off the Atlantic coast is less than one million and a plurality believing that the total seal population is less than 500,000 (26 percent). There is also a plurality belief (31 percent) that seal populations are in decline.

One-third of Canadians (35 percent) are very (4 percent) or somewhat (31 percent) satisfied with the way the federal government handles seal hunting issues. One in five Canadians (20 percent) do not offer an opinion on this question while a plurality of Canadians (45 percent) express dissatisfaction with the federal government on the seal hunt file (28 percent somewhat and 17 percent very dissatisfied). Atlantic Canadians have the highest level of dissatisfaction with the government's handling of seal hunting issues of all the regions in the country. There has been a positive shift in Canadians' level of satisfaction with the way the federal government is handling seal hunting issues since 1992.

Two-fifths of respondents (42 percent) feel the seal hunt is economically viable and markets exist for seal products, while an equal number (43 percent) state that it is not economically viable because markets do not exist for seal products or are not large enough to sustain the industry. (Another 14 percent do not offer an opinion.)

Support for the Seal Hunt

When asked initially, four in ten Canadians (40 percent) say they support the seal hunt, either strongly (9 percent) or somewhat (31 percent). However, the majority of Canadians (54 percent) express initial opposition to the hunt with roughly equal proportions either somewhat (28 percent) or strongly (26 percent) opposing it. Five percent of respondents do not offer an opinion on this question. Perceptions about the current seal population and sustainability concerns are critical factors in a person's decision to either support or oppose the seal hunt.

Support for the seal hunt increases to majority levels when Canadians are informed that the current federal policy on seal hunting requires that no nursing seals are hunted, that it is done in a humane manner, that the quotas are set at sustainable levels and that no large commercial vessels are used. Two-thirds of Canadians (68 percent overall, 22 percent strong support) support a seal hunt that is conducted within these criteria. Only one-quarter of Canadians (26 percent) continue to oppose the hunt, either somewhat (17 percent) or strongly (9 percent), under these conditions.

Since 1992, support for the seal hunt, based on the parameters of the current federal policy, has increased by eight percentage points overall.

A majority of Canadians support the seal hunt (53 percent overall, 10 percent strong support) in the final support/opposition question, which took place after respondents were exposed to a series of arguments for and against the hunt (supporters of the hunt were exposed to negative arguments, opponents of the hunt were exposed to positive arguments _ simulating a debate on this issue). One-third of Canadians (36 percent) either somewhat (27 percent) or strongly (9 percent) oppose the seal hunt in post-simulated debate testing. Only two percent offer no opinion. Post-simulated debate support for the seal hunt has increased since 1992, with soft support increasing by 12 percentage points and strong opposition dropping by eight percentage points.

The majority of men (61 percent) support the seal hunt in post-simulated debate testing while the majority of women (53 percent) oppose it. The majority of Anglophones support the seal hunt in post-simulated debate testing (54 percent) while the majority of Francophones oppose it (58 percent).

Impact of Arguments

Support for the hunt increases with the belief that it is conducted in a sustainable manner. In fact, concerns about sustainability drive a whole range of views toward the hunt. Canadians' perception of the humane hunting of seals and the sustainability of the seal population are the arguments which are most persuasive among both those who support and oppose the seal hunt.

A majority of Canadians who oppose the seal hunt would change their minds and support the hunt if they felt it was conducted in a sustainable and more humane manner. Seventy-four percent of anti-hunt Canadians would reconsider their opposition if the health of seals were threatened by overpopulation and two-thirds would support the hunt if it restored a balance between fish and seals (68 percent) or if quotas allowed the seal population to remain stable or increase (66 percent). As well, six in ten hunt opponents (60 percent) would change their minds and support the hunt if it were carried out in a more humane manner. While two-thirds of opponents to the seal hunt might change their minds if a balance were restored between seals and fish (68 percent), less than six in ten would change their minds if the hunt would help ensure there are enough fish for the fishermen to catch (57 percent).

When Canadians are asked to select the strongest of four arguments in favour of the seal hunt, they are most likely to select the argument that seals are a renewable resource and are hunted in a humane, well-regulated and sustainable manner. One-third of Canadians (36 percent) believe that this is the strongest argument while another one in five (22 percent) express the belief that the strongest argument in favour of the seal hunt is that the seal population is growing and is eating fish that would otherwise be caught by fishermen. Slightly fewer Canadians say that the strongest argument in favour of the hunt is that Canada's fishermen could benefit from being able to hunt seals and sell their products (19 percent) or that Canada should never give in to international pressures to put controls on the hunt (16 percent).

Just over one-third of Canadians believe that the two strongest arguments against the seal hunt are that hunters might be cruel in the way they hunt seals, regardless of the regulations (37 percent), or that the seal population could quickly become threatened by over-hunting (34 percent). The arguments that the number of fish consumed by seals may be exaggerated (16 percent) and that the hunt could give Canada a bad reputation abroad (9 percent) do not resonate as strongly with Canadians as do the potential for inhumane hunting or the over-hunting of seals.

Media Recall and Information Sources

Three-quarters of respondents (76 percent) do not recall any recent news on the seal hunt in any media, while one-quarter (23 percent) do recall recent information about the Canadian seal hunt. Of the one-quarter of respondents who do recall something, the majority of media coverage that they recall reflects negative images of the seal hunt.

When it comes to fisheries issues, including the seal hunt, Canadians rely mainly on television (80 percent all mentions, 50 percent primary source) and newspaper coverage (65 percent all mentions, 25 percent primary source) as their source of information.1 Canadians also rely on radio (27 percent all mentions, 6 percent primary source) and magazine reports (21 percent all mentions, 5 percent primary source) to provide them with information on fisheries and sealing issues. However, they use these sources to a significantly lesser extent than television and newspaper media coverage.

While a majority of Canadians say all of the spokespersons on seal hunting issues are either very or somewhat believable, scientists in general receive the highest "believability" ratings, followed by DFO scientists.

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3. Top-of-Mind Concerns

To begin the interview, participants were asked two top-of-mind questions concerning the regulation and management of the fishery and marine mammals in Canada today.

Most important issue facing the regulation 
and management of fisheries in Canada

Canadians believe that sustainability issues, including low fish stocks (21 percent), and over-fishing by foreigners (14 percent) are the two most important issues facing the regulation and management of the fisheries in Canada today. Less than one percent of respondents identify seal hunting or seals eating fish as the most important issue. One-third of Canadians (36 percent) do not provide a response to this question. Other issues mentioned by respondents include: poor management of fisheries by the Department of Fisheries and Oceans (DFO) (9 percent), over-fishing by Canadians (8 percent) and the Marshall decision/too many rights for Aboriginals (7 percent). The remaining responses received five percent or fewer mentions.

Younger Canadians (those between 18 and 24 years of age and those between 25 and 34 years of age) are the least able or willing to identify the most important issue in the regulation and management of the fisheries in Canada today. Furthermore, mentions of over-fishing by foreigners as the most important issue increase as Canadians get older. For example, while only seven percent of those between 18 and 24 years of age mention over-fishing by foreigners as the most important issue, this proportion increases to one in five (18 percent) for those Canadians 55 years of age or older. Younger Canadians are also the least likely to see over-fishing by Canadians as the most important issue.

Views among French-speaking Canadians and English-speaking Canadians are relatively consistent with the exception of issues surrounding sustainability, including low fish stocks. English-speaking Canadians (23 percent) are more likely than French-speaking Canadians (13 percent) to view sustainability/low fish stocks as the most important issue in the regulation and management of the fisheries in Canada today.

Most important issue facing the regulation and 
management of fisheries in Canada

Q.7
What would you say is the most important issue facing the regulation and management of the fisheries in Canada today?

Income level is a factor in Canadians' ability or willingness to identify the most important issue. In general, as income level increases so too does their ability to identify issues. For example, while two-fifths (44 percent) of those with an annual household income of less than $30,000 are unable or unwilling to identify an important issue, this proportion falls to slightly less than one in five (18 percent) for those with incomes of $80,000 or more.

The most affluent Canadians (those with incomes of $80,000 or more) place greater emphasis than Canadians in other income groups on sustainability issues, including low fish stocks (30 percent), over-fishing by foreigners (18 percent) and creating/maintaining fishing jobs (11 percent).

As we saw with income level, as education levels increase, the willingness and/or ability to identify possible important issues in the regulation and management of fisheries also increases. In addition, the most educated Canadians (those with at least some university education) are almost four times as likely as the least educated Canadians (those with less than a high school education) to suggest that sustainability issues, including low fish stocks, are the most important issue (31 percent vs. 8 percent).

Not only are opinion leaders much more likely than non-opinion leaders to identify possible important issues, they are also much more likely than non-opinion leaders to cite sustainability issues, including low fish stocks (34 percent vs. 19 percent), and creating/maintaining fishing jobs (11 percent vs. 3 percent) as the most important issue in the regulation and management of the fisheries in Canada today.

A number of interesting findings emerge when we look at the results of this top-of-mind question by region. Atlantic Canadians are the most likely to be concerned about over-fishing by foreigners (21 percent) and over-fishing by Canadians (14 percent) but, surprisingly, they are much less likely than Canadians in general to identify creating/maintaining fishing jobs (1 percent) and sustainability issues, including low fish stocks (13 percent) as the most important issue. Quebecers are also less likely than the Canadian average to cite these sustainability issues (13 percent).

On the other hand, sustainability concerns, including low fish stocks, are a preoccupation with residents of British Columbia (37 percent), including residents of Vancouver (40 percent). However, this issue is less of a factor for their western neighbours in Manitoba (20 percent), Saskatchewan (28 percent) and Alberta (21 percent).

While the responses of Ontarians tend to parallel those of Canadians as a whole, they are somewhat less likely to mention poor management of the fisheries by the DFO (5 percent). Torontonians are somewhat more likely than other Canadians to mention sustainability issues (24 percent) and over-fishing by foreigners (18 percent).

Not surprisingly, residents of Manitoba (51 percent) and Saskatchewan (57 percent) are the least able or willing to identify possible most important issues in the regulation and management of the fisheries in Canada today.2

Canadians who are more familiar with the issues surrounding Canada's seal hunt also tend to be more willing or able to identify possible important issues. Furthermore, as familiarity increases so does the frequency of Canadians identifying over-fishing by foreigners and sustainability issues as the most important issue.

Strong initial and post-simulated debate supporters of the seal hunt are much more likely to say that over-fishing by foreigners (22 percent each) and poor management of fisheries by the DFO (21 percent and 16 percent, respectively) are the most important issues in the regulation of the fisheries in Canada today.

Canadians who feel that Canada's East Coast seal populations are increasing are more likely to identify sustainability issues, including low fish stocks (30 percent), and over-fishing by foreigners (21 percent) as the most important issue.

Most important issue in the regulation and 
management of marine mammals in Canada

A plurality of Canadians (47 percent) are unable to say what they believe is the most important issue facing the regulation and management of marine mammals in Canada today. Of those who do offer an opinion, one in five say that issues of sustainability and protection, including the regulations' potential impact on endangered species and preservation of habitat (21 percent), are the most important issues today. Other popular mentions include pollution (7 percent), poor management of marine mammals by the DFO (6 percent) and over-fishing by foreigners (4 percent). In terms of seals, three percent say the over-hunting of seals, another three percent mention the seal hunt and one percent mention overpopulation of seals as the most important issue facing the regulation and management of marine mammals today in Canada.

Younger Canadians (those between 18 and 24 years of age) are more likely than other Canadians to suggest that seal hunting (7 percent) is the most important issue in the regulation and management of marine mammals in Canada today.

As we saw with the willingness and/or ability to identify possible important issues in the regulation and management of the fisheries, income and education levels also affect Canadian willingness and/or ability to identify possible issues in the regulation and management of marine mammals. In general, as income and education levels of Canadians increase so too does their ability to identify issues in this area. Furthermore, as income and education levels increase, the likelihood of identifying sustainability and protection issues, including impact on endangered species and preservation of habitat, also increases. For example, those with at least some university education are almost twice as likely as those with less than high school education to cite sustainability or protection issues as the most important issue (27 percent vs. 15 percent).

While one-half (50 percent) of non-opinion leaders are unable or unwilling to identify any important issues in this area, just slightly more than one-quarter (28 percent) of opinion leaders are unable or unwilling to do the same. In addition, opinion leaders are much more likely than non-opinion leaders to say that sustainability/protection issues (31 percent vs. 20 percent) and pollution (11 percent vs. 6 percent) are the most important issue in the regulation and management of marine mammals in Canada today.

Sustainability and protection issues, including impact on endangered species and preservation of habitat, are most likely to be seen as the most important issue by Albertans (27 percent), British Columbians (28 percent), including Vancouverites (27 percent), and, to a lesser extent, Quebecers (23 percent), especially Montrealers (27 percent). On the other hand, residents of Manitoba (5 percent), Saskatchewan (13 percent) and Toronto (13 percent) are much less likely to make this same identification.

Most important issue facing the regulation and
management of marine mammals in Canada

Q.8

What would you say is the most important issue facing the regulation and management of marine mammals in Canada today?

Once again, residents of Manitoba (68 percent) and Saskatchewan (66 percent) are the most unable or unwilling to identify any important issues to this top of mind question.

It is interesting to note that while nearly one in ten (8 percent) residents of Montreal feel that over-hunting of seals is the most important issue in the regulation and management of marine mammals in Canada today, not one of the 78 respondents from Vancouver or the 39 respondents from Manitoba make this same claim.

While familiarity with the issues surrounding Canada's seal hunt appears to affect Canadians' willingness and/or ability to identify possible important issues and the frequency with which they identify sustainability and protection issues as the most important issue, it has relatively little impact on responses directly related to seals (e.g. overpopulation of seals, over-hunting of seals, seals eating fish stocks).

Canadians who strongly support the federal policy towards the seal hunt are also the most likely to identify sustainability and protection issues, including impact on endangered species and preservation of habitat (34 percent), as the most important issue in the regulation and management of marine mammals in Canada today.

It is worth noting that Canadians who believe that the Canadian seal hunt quotas are increasing are more likely than those who believe these quotas are decreasing to identify the over-hunting of seals as the most important issue in this area (7 percent vs. 1 percent).

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4. Knowledge and Familiarity

Overall, Canadians do not have an accurate sense of the current seal population on the East Coast, nor do they have a true sense of the seal hunt quotas. In both cases, Canadians under-estimate the actual numbers. As well, seven in ten Canadians (71 percent) say that they are either not very familiar (34 percent) or not at all familiar (37 percent) with the issues surrounding the seal hunt. One-quarter of Canadians say they are somewhat familiar (25 percent) and only three percent say they are very familiar with the issues surrounding Canada's seal hunt.

More men than women feel they are familiar with the issues surrounding Canada's seal hunt. One-third of men (34 percent overall, 5 percent very familiar and 29 percent somewhat familiar) say they are familiar with these issues compared to only one-quarter of women (23 percent overall, 2 percent very familiar and 21 percent somewhat familiar).

While an almost equal percentage of Francophones (26 percent overall) and Anglophones (29 percent overall) say they are familiar with the issues surrounding the seal hunt, significantly more Francophones (46 percent) than Anglophones (35 percent) say that they are not at all familiar with the issues.

Opinion leaders are significantly more likely than non-opinion leaders to state that they are familiar with the issues surrounding the seal hunt. Forty percent of opinion leaders say they are very (9 percent) or somewhat familiar (31 percent), while one-quarter of non-opinion leaders provide the same response (26 percent overall, 2 percent very familiar and 24 percent somewhat familiar).

Canadians 34 years of age and younger are much more likely than older Canadians to say that they are not at all familiar with the issues surrounding the seal hunt. Speaking nationally, 37 percent of Canadians say they are not at all familiar with these issues, however, one-half of 18 to 24 year-olds (51 percent) and a plurality of people 25 to 34 years of age (46 percent) are not at all familiar with hunt issues. Thirty-eight percent of those 35 to 44 years of age are not at all familiar with seal hunting issues, as are 25 percent of those 45 to 54 years of age and one-third of people 55 years of age and older (32 percent).

Q.15

Would you say you are very familiar, somewhat familiar, not very familiar, or not at all familiar with the issues surrounding Canada's seal hunt?

Knowledge of seal populations and quotas

When respondents are asked if they would say that Canada's East Coast seal population is nearly extinct, decreasing, staying the same, increasing or at an all time high, a plurality of one-third (31 percent) say it is nearly extinct (3 percent) or decreasing (28 percent). Another one-quarter (24 percent) do not even hazard a guess. As well, 18 percent of respondents believe the seal population is staying the same. Three in ten Canadians (28 percent) believe the population is either increasing (20 percent) or at an all time high (8 percent).

The majority of people who say they strongly oppose the seal hunt when initially asked and in post-simulated debate testing believe that the seal population on Canada's East Coast is either nearly extinct or decreasing. Among those who strongly oppose the hunt in initial testing, one-half (51 percent) either believe the seal population is nearly extinct (6 percent) or believe the population is decreasing (45 percent). As well, of those who strongly oppose the hunt in post-simulated debate testing, one-half (52 percent) either believe the seal population is nearly extinct (6 percent) or believe the population is decreasing (46 percent). This feedback reinforces the understanding that one element of opposition to the seal hunt is concern about the sustainability of the seal population.

As age and income increase so too does the percentage of people who believe the seal population is decreasing. Forty-four percent of 18 to 24 year-olds believe that the seal population is decreasing whereas only one-quarter (24 percent) of people 55 years of age and older do so. There is a 20-point difference in the percentage of people whose annual household income is $30,000 or less (36 percent) who believe the seal population is decreasing and those who have an annual household income of over $80,000 (16 percent) and believe the seal population is decreasing.

Q.9
Thinking about Canada's East Coast seal populations, would you say that they are nearly extinct, decreasing, staying the same, increasing, or at an all time high?

Also, as age, income and education increase so too does the percentage of people who believe the seal population is increasing. One-quarter of people 55 years of age and older (23 percent) believe the seal population is increasing while only one in ten 18 to 24 year-olds (9 percent) hold this belief. Three in ten high-end annual household income earners (31 percent of those earning $80,000 or more) believe the population is increasing while one-half that proportion believe this among people whose annual household income is less than $30,000 (15 percent). One-quarter of university graduates (28 percent) believe the population is increasing in contrast to 13 percent of people with less than a high school education.

Canadians' perception of Canada's East Coast seal population
(by post-simulated debate support or opposition)
 

Q.9
Thinking about Canada's East Coast seal populations, would you say that they are nearly extinct, decreasing, staying the same, increasing, or at an all time high?

There are significant differences in the responses provided by men and women and by Anglophones and Francophones. Women (33 percent) are more likely than men (23 percent) to believe the seal population is decreasing while men (24 percent) are much more likely than women (16 percent) to believe it is increasing. As well, Francophones (35 percent) are much more likely than Anglophones (26 percent) to say the population is decreasing and Anglophones (28 percent) are much more likely than Francophones (9 percent) to say that they do not know if the population is nearly extinct, decreasing, staying the same, increasing or at an all time high.

DFO scientists estimate that there are approximately six million seals in Atlantic Canada's waters. When Canadians are asked to approximate, to the best of their knowledge, how many seals there are on the east coast, 71 percent under-estimate the number of seals and another one-quarter (23 percent) do not hazard a guess. Only four percent of respondents select the response option of between five and seven million seals. Another two percent approximate that there are over seven million seals in Atlantic Canada's waters.

Majorities in all demographic groups, including over two-thirds of Atlantic Canadians (68 percent), under-estimate the seal population on Canada's East Coast. However, it is interesting to note that those who oppose the seal hunt in post-simulated debate testing are significantly more likely than those who support the hunt initially to under-estimate the seal population. Two-thirds (63 percent) of people who somewhat oppose the hunt estimate that there are either less than 500,000 seals (34 percent) or between 500,000 and one million seals (29 percent) in Atlantic Canada's waters. Over one-half (54 percent) of those who strongly oppose the hunt estimate that there are either less than 500,000 seals (33 percent) or between 500,000 and one million seals (21 percent) in Atlantic Canada's waters. One in five strong seal hunt supporters (21 percent) believe the seal population is less than one million seals in Atlantic Canada's waters (9 percent less than 500,000 and 12 percent between 500,000 and one million). As well, two in five people (43 percent) who somewhat support the seal hunt in post-simulated debate believe the population is less than one million seals (20 percent less than 500,000 and 23 percent between 500,000 and one million).

Q.10
To the best of your knowledge, approximately how many seals are there in Atlantic Canada's waters?

Approximation of seal populations
(by post-simulated debate support or opposition)

Q.10
To the best of your knowledge, approximately how many seals are there in Atlantic Canada's waters?

Those who strongly support the hunt in post-simulated debate testing are more likely than any other group to correctly estimate the seal population (12 percent saying 5 to 7 million seals versus the national average of 4 percent) although this represents a small fraction of this group.

When Canadians are asked to state, to the best of their knowledge, if Canadian seal hunt quotas are decreasing, staying the same or increasing, one-third say the quotas are decreasing (35 percent), another one-third say the quotas are staying the same (31 percent) and the final third are split between not providing a response (17 percent) and stating that, to the best of their knowledge, seal hunt quotas are increasing (17 percent).

While the majority of demographic groups examined provide responses that vary only slightly from the national average, there are a few groups, such as opinion leaders, who provide significantly different responses. A plurality of opinion leaders (44 percent) believe that seal hunt quotas are decreasing. This proportion is significantly higher than that found among non-opinion leaders (33 percent decreasing) and the national average (35 percent decreasing)

Francophones (38 percent) are much more likely than Anglophones (28 percent) to state that seal hunt quotas are staying the same. They are also much more likely than Anglophones to provide a response to this question (7 percent of Francophones don't know vs. 20 percent of Anglophones don't know).

Q.11
To the best of your knowledge, would you say that the Canadian seal hunt quotas are decreasing, staying the same, or increasing?

Respondents' age also has an impact on their perception of whether the seal hunt quotas are decreasing, remaining the same or increasing. Those 18 to 24 years of age are much more likely than other age groups to believe that seal hunt quotas are increasing (25 percent) or staying the same (40 percent). They are also much less likely to believe the quotas are decreasing than the national average (25 percent decreasing versus 35 percent decreasing). As well, those between 18 and 24 years of age are much more likely than any other age group to provide a response to this question (9 percent don't know vs. 17 percent nationally).

The Canadian seal hunt quota for the 1999-2000 sealing season is between 250,000 and 280,000 seals. This quota has remained the same for the last two years. When asked to approximate, to the best of their knowledge and based on seven response options, the seal hunt quota for this hunting season, a plurality of Canadians (42 percent) under-estimate the quota by saying that it is either less than 100,000 seals (24 percent) or between 100,00 and 200,000 seals (18 percent). Seventeen percent of Canadians over-estimate the seal hunt quota and another 28 percent do not provide a response. Only 14 percent of Canadians ware able to provide the correct approximation of the seal hunt quota and only one in five Atlantic Canadians (21 percent) estimate the seal hunt quota as between 200,000 and 300,000 seals.

While the majority of Canadians are not clearly aware that the seal hunt quota has remained the same over the last two hunt seasons and that it is between 200,000 and 300,000 seals annually, their impressions have an impact on their estimates. A majority of Canadians (53 percent) who believe the seal quota is decreasing under-estimate the seal hunt quota (34 percent less than 100,000 and 19 percent between 100,000 and 200,000) as do a plurality of those (47 percent) who believe the seal hunt quota is remaining the same (25 percent less than 100,000 and 22 percent between 100,000 and 200,000). Additionally, one-third of those (34 percent) who believe the seal hunt quota is increasing over-estimate the quota.

Approximations of this year's seal hunt quota 
(by perception of whether the quota is 
increasing, staying the same or decreasing)

Q.12
In your opinion, what is the approximate quota for the seal hunt this year?

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5. Satisfaction with the Federal Government's Handling of Seal Hunt Issues

One-third of Canadians (35 percent) are very (4 percent) or somewhat (31 percent) satisfied with the way the federal government handles seal hunting issues. One in five Canadians (20 percent) do not offer an opinion on this question while a plurality of Canadians (45 percent) express dissatisfaction with the federal government on the seal hunt file (28 percent somewhat and 17 percent very dissatisfied).

There has been a positive shift in Canadians' level of satisfaction with the way the federal government is handling seal hunting issues since 1992. While the percentage of people who are very satisfied has remained unchanged, there has been an increase of eight percentage points in the number of people who are somewhat satisfied with the government's performance. This increase in soft satisfaction is a reflection of a slight drop in the percentage of people who are somewhat dissatisfied (-2 percentage points), very dissatisfied (-3 percentage points), or did not offer their opinion on this question (-3 percentage points).

There is a linear relationship between Canadians' level of satisfaction with the way the federal government is handling sealing issues and their support or opposition to the hunt. Those who strongly support the hunt on the post-simulated debate question are significantly more likely than average to say they are very satisfied with the federal government. As well, a plurality of people who are somewhat satisfied with the government's performance also somewhat support the hunt in post-simulated debate testing (41 percent). This observation holds true for those who are somewhat dissatisfied and somewhat oppose the hunt (36 percent), as well as those who are very dissatisfied and strongly oppose the hunt (38 percent). Please also note that, for each of these cases identified, the number of Canadians giving these responses are also significantly higher than the national average totals.

Q.17
Overall, would you say that you are very satisfied, somewhat satisfied, somewhat dissatisfied, or very dissatisfied with the way seal hunting issues are being handled by the federal government? (Q.2, 1992)

Q.17
Overall, would you say that you are very satisfied, somewhat satisfied, somewhat dissatisfied, or very dissatisfied with the way the seal hunting issues are being handled by the federal government?

Q.36
Now, after hearing the various arguments for and against the seal hunt, would you say you strongly support, somewhat support, somewhat oppose, or strongly oppose the seal hunt?

Satisfaction with the way the federal government handles sealing issues increases with income. One-third of individuals with an annual household income of less than $30,000 (33 percent) are either very satisfied (4 percent) or somewhat satisfied (29 percent) with the government's performance. Overall satisfaction rises to 45 percent among those with an annual household income of $80,000 or more (5 percent very satisfied and 40 percent somewhat satisfied). It should be noted that most of this increase occurs in the soft support category.

Men and Francophones are significantly more satisfied with the government's handling of issues surrounding the seal hunt than their female or Anglophone counterparts. This higher level of satisfaction is in the "soft" or somewhat satisfied category. Over one-third of men (36 percent) are somewhat satisfied with the government's approach on sealing issues whereas one-quarter of women (26 percent) are somewhat satisfied. The same is true for Francophones and Anglophones. While two in five Francophones (40 percent) are somewhat satisfied, only 28 percent of Anglophones are somewhat satisfied. It is also interesting to note that significantly more Francophones than Anglophones provide a response on this question (only 14 percent of Francophones answer "don't know" to this question vs. 22 percent of Anglophones).

Q.17
Overall, would you say that you are very satisfied, somewhat satisfied, somewhat dissatisfied, or very dissatisfied with the way seal hunting issues are being handled by the federal government?

Atlantic Canadians have the highest level of dissatisfaction with the government's handling of seal hunting issues of all the regions in the country. A plurality of Canadians (45 percent) say they are either somewhat dissatisfied (28 percent) or very dissatisfied (17 percent) with the federal government's approach on this file while the majority of Atlantic Canadians are dissatisfied (54 percent overall, 37 percent somewhat and 17 percent very dissatisfied). As well, Atlantic Canadians are significantly more likely than average to express an opinion on this issue, with 20 percent of Canadians replying "don't know" while only 13 percent of Atlantic Canadians provide this response.

It is also interesting to note that British Columbians (50 percent overall, 30 percent somewhat and 20 percent very dissatisfied), residents of another province that deals with sealing issues, also express higher than average levels of dissatisfaction with the federal government's role on this issue. Meanwhile, Quebecers, representatives of the remaining province involved in the seal hunt, are divided on the way the government is handling the seal hunt issue (41 percent overall satisfied with 4 percent very and 37 percent somewhat satisfied; 43 percent overall dissatisfied with 12 percent very and 31 percent somewhat dissatisfied).

There is a small amount of fluctuation in responses within the attitudinal battery. The two groups which tend toward pro-hunting attitudes are slightly more satisfied with the government's handling of seal hunting issues than the average Canadian and the two groups that tend toward anti-hunt attitudes are both slightly more dissatisfied with the way the government is handling the hunt than the average Canadian.3 Those who are in the Pro-Hunt attitudinal group provide twice as many "very satisfied" responses as the average respondent (8 percent vs. 4 percent very satisfied). Respondents who are in the Sustainability & Economic Opportunity attitudinal group provide slightly higher somewhat satisfied (36 percent) and somewhat dissatisfied (31 percent) responses than average, with fewer very dissatisfied (14 percent) and "don't know" responses (16 percent). The two anti-hunt groups both provide lower than average some what satisfied responses, with those in the Anti-Hunt attitudinal group providing significantly lower somewhat satisfied responses (22 percent) than average (31 percent).

Q.17
Overall, would you say that you are very satisfied, somewhat satisfied, somewhat dissatisfied, or very dissatisfied with the way seal hunting issues are being handled by the federal government?

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6. Support and Opposition to the Seal Hunt

To assess support and opposition to the hunt and how the information and arguments that could be presented to respondents would affect responses to these questions, participants were asked for their support and opposition to the hunt in three separate questions. A question testing initial "gut reactions" to the hunt was asked fairly early in the questionnaire. This was followed by a question that integrated current DFO policy governing the hunt mid-way through the questionnaire. A final question was asked of participants after they had been exposed to arguments contrary to their initial position to the hunt.

Initial support and opposition to the seal hunt

When Canadians are initially asked if they support or oppose the seal hunt four in ten support it (40 percent) either strongly (9 percent) or somewhat (31 percent). However, the majority of Canadians (54 percent) express initial opposition to the hunt with roughly equal proportions either somewhat (28 percent) or strongly (26 percent) opposing it. Five percent do not offer an opinion on this question.

Since 1992, soft support for the seal hunt has increased, strong opposition has decreased and greater numbers of Canadians are offering their opinion on the hunt. Soft support for the seal hunt has increased by seven percentage points. The second largest change in support or opposition to the hunt has taken place among those who strongly oppose it. Since 1992, overall initial strong opposition to the hunt has decreased by five percentage points. As well, the percentage of people who do not offer their opinion on the hunt has also decreased (-3 percentage points).

Men and women tend to view the seal hunt very differently, with majorities on either side of the issue. The majority of men (51 percent) either strongly (13 percent) or somewhat support (38 percent) the hunt while the majority of women (62 percent) either somewhat (31 percent) or strongly oppose (31 percent) it. Five percent of men and six percent of women did not provide a response to this question.

Q.16
In general, would you say you strongly support, somewhat support, somewhat oppose, or strongly oppose the Canadian seal hunt?
(Q.5, 1992: 1992 wording slightly different _ "expanding the seal hunt")

Residents of large metropolitan areas tend to strongly oppose the seal hunt significantly more than the national average. When speaking nationally, one-quarter of survey respondents (26 percent) initially strongly oppose the seal hunt. One-third of residents in Vancouver (36 percent), Montreal (35 percent) and Toronto (34 percent) strongly oppose the hunt.

A majority of Atlantic Canadians express initial support for the seal hunt (55 percent overall, 27 percent strongly and 28 percent somewhat support). They represent the only region in Canada with a majority of residents who initially support the hunt. Three out of five Quebecers (58 percent overall, 29 percent somewhat and 29 percent strongly) initially oppose the hunt, as do the majority of Ontario residents (54 percent overall, 28 percent somewhat and 26 percent strongly oppose) and Western Canadians (53 percent overall, 27 percent somewhat and 26 percent strongly oppose). A majority of opinion leaders in the survey initially support the seal hunt (52 percent overall, 13 percent somewhat and 39 percent strongly support). This support is much greater than the initial support expressed for the hunt by non-opinion leaders hunt (39 percent overall, 9 percent somewhat and 30 percent strongly support).

In general, initial support for the seal hunt increases with age, annual household income and education. While 19 percent of 18 to 24 year-olds initially support the hunt (3 percent somewhat and 16 percent strongly support), 51 percent of people 55 years of age and older initially support it (16 percent somewhat and 35 percent strongly support). From an income perspective, while just over one-third of people whose annual household income is less than $30,000 initially support the hunt (37 percent overall, 10 percent somewhat and 27 percent strongly support), six in ten people whose annual household income is $80,000 or more support the hunt (57 percent overall, 12 percent somewhat and 45 percent strongly support). As well, one-third of high school graduates initially support the hunt (5 percent somewhat and 26 percent strongly support) compared to 48 percent of university graduates who support it (10 percent somewhat and 38 percent strongly support).

Satisfaction with the way the federal government is handling seal hunting issues directly correlates with survey respondents' level of support or opposition to the seal hunt. Fifty-five percent of people who are very dissatisfied with the way the federal government is handling sealing issues strongly oppose the seal hunt. A plurality of those who are somewhat dissatisfied (35 percent) with the way the government is handling the issue somewhat oppose the hunt. Similarly, a plurality of those who are somewhat satisfied (43 percent) with the government's handling of the issue somewhat support the hunt. As well, three-quarters of those who are very satisfied with the way the government is handling sealing issues either strongly support or somewhat support the seal hunt (73 percent overall, 30 percent strongly support and 43 percent somewhat support).

Q.16
In general, would you say you strongly support, somewhat support, somewhat oppose, or strongly oppose the Canadian seal hunt?

Perceptions about the current seal population and sustainability concerns are critical factors in a person's decision to either support or oppose the seal hunt. Canadians who believe the seal population is nearly extinct or is decreasing oppose the hunt while those who believe the seal hunt population is staying the same, increasing, or at an all time high tend to support the hunt. One-half of respondents (49 percent) who believe the seal population on Canada's East Coast is nearly extinct strongly oppose the hunt and another 42 percent who believe the seal population is decreasing also strongly oppose it. One-third of people (34 percent) who say the seal population is decreasing somewhat oppose the hunt. Pluralities of people who believe the seal population is staying the same (41 percent), increasing (45 percent) or at an all time high (40 percent) somewhat support the hunt. As well, one-third of people (36 percent) who believe the seal population is at an all time high also strongly support the hunt.

Support and opposition to the seal hunt
based on federal policy parameters

Support for the seal hunt increases to majority levels when Canadians are informed that the current federal policy on seal hunting requires that no nursing seals are hunted, that it is done in a humane manner, that the quotas are set at sustainable levels and that no large commercial vessels are used. Two-thirds of Canadians (68 percent) support a seal hunt that is conducted within these criteria with 22 percent strongly and another 46 percent somewhat supporting it. Only one-quarter of Canadians (26 percent) continue to oppose the hunt, either somewhat (17 percent) or strongly (9 percent), under these conditions.

Q.19
Under the current federal policy, seal hunting is only permitted under the following conditions: no nursing seals are hunted, the hunt is done in a humane manner, quotas are set to ensure that the seal populations are sustained and no large commercial vessels are used. In general, would you say that you strongly support, somewhat support, somewhat oppose, or strongly oppose this current policy? (Q.3, 1992)

Note: The wording of the 1992 question was slightly different. The wording was: "Under the current federal policy, which was established five years ago, seal hunting is only permitted under the following conditions: large ships are no longer allowed to hunt seals; only certain types of seals can be hunted; there are rules about killing seals in a humane fashion; the types of seals which were most popular for fur clothing can no longer be hunted; and a quota is set on the total number or seals which can be hunted each year. In general, would you say that you strongly support, somewhat support, somewhat oppose, or strongly oppose this current policy?" Although the question wording is different, we believe the results are comparable.

Q.16
In general, would you say you strongly support, somewhat support, somewhat oppose, or strongly oppose the Canadian seal hunt?

Since 1992, support for the seal hunt, based on the parameters of the current federal policy, has increased by six percentage points for those who strongly support the hunt and two percentage points for those who somewhat support the hunt. Overall opposition to the seal hunt has dropped by nine percentage points with a five-point drop in strong opposition and a four-point drop in soft opposition to the hunt.

Majorities of Canadians across all demographic groups support the federal government's policy on the seal hunt. Strong support for the federal policy is consistently higher than the national average (22 percent) in large metropolitan areas such as Montreal (31 percent), Vancouver (29 percent), and Toronto (28 percent). Strong support for the federal policy is also higher than the national average among professionals and large business owners (34 percent).

As education and income increase so does support for the federal government's seal hunting policy. While three-quarters of university graduates (77 percent overall, 28 percent strongly support and 49 percent somewhat support) support this policy, support drops to six in ten for people who have not graduated from high school (58 percent overall, 17 percent strongly support and 41 percent somewhat support). As well, while three-quarters of those with an annual household income of over $80,000 support the federal policy (78 percent overall, 29 percent strongly support and 49 percent somewhat support), this compares to two-thirds of those with an annual household income of less than $30,000 who support it (65 percent overall, 23 percent strongly support and 42 percent somewhat support).

Post-simulated debate support or opposition to the seal hunt

Respondents to the survey were presented a variety of arguments contrary to the position they initially took on the seal hunt. Those who opposed the hunt initially were presented with a series of arguments in favour of the hunt. Those who supported the hunt in the initial question were presented with similar arguments, but phrased in the negative. In addition to testing the effectiveness of arguments for and against the hunt, this process simulates, albeit imperfectly, a debate on the issue. The majority of Canadians (53 percent) support the seal hunt in post-simulated debate testing (10 percent strongly and 43 percent somewhat support). One-third of Canadians (36 percent) either somewhat (27 percent) or strongly (9 percent) oppose the seal hunt in post-simulated debate testing. Only two percent offer no opinion.

Q.36
Now, after hearing the various arguments for and against the seal hunt, would you say you strongly support, somewhat support, somewhat oppose or strongly oppose the seal hunt? (Q.22, 1992)

Note: Slightly different wording in 1992: "Overall, after hearing the various arguments for and against opening up the seal hunt again, would you say you strongly support, somewhat support, somewhat oppose or strongly oppose expanding the seal hunt?" Despite the difference in question wording, we believe the results are roughly comparable.

Post-simulated debate support for the seal hunt has increased since 1992. Soft support for the seal heal hunt has increased by 12 percentage points while strong opposition has dropped by eight percentage points.

Initially, four in ten respondents (40 percent) support the hunt. When informed of the rules and regulations under which federal policy permits the hunt, this support rises to just over two-thirds (68 percent). Firm opposition to the seal hunt decreases by seven percentage points from the initial question (26 percent) to the post-simulated debate question (19 percent). As well, soft support for the hunt, those who somewhat support it, increases by 12 percentage points from initial support to post-simulated debate testing.

(Thirty-one percent of Canadians initially somewhat support the hunt and 43 percent somewhat support it in post-simulated debate testing.)

Canadians' perception of the humane hunting of seals and the sustainability of the seal population are the arguments which are most persuasive among both those who support and oppose the seal hunt.

A person's perception of the size of the seal population on Canada's East Coast also has a significant impact on their support or opposition to the seal hunt. Majorities of people who think the seal population is nearly extinct (65 percent overall) or is decreasing (70 percent overall) still oppose the hunt in the post-simulated debate testing. As well, overall support for the seal hunt gradually increases as perceptions of the level of the seal population move from stable or staying the same (63 percent overall), to increasing (69 percent overall) and, finally, to an all time high (82 percent overall).

Q.16
In general, would you say you strongly support, somewhat support, somewhat oppose or strongly oppose the Canadian seal hunt?

Q.19
Under the current federal policy, seal hunting is only permitted under the following conditions: no nursing seals are hunted, the hunt is done in a humane manner, quotas are set to ensure that the seal populations are sustained and no large commercial vessels are used. In general, would you say that you strongly support, somewhat support, somewhat oppose, or strongly oppose this current policy?

Q.36
Now, after hearing the various arguments for and against the seal hunt, would you say you strongly support, somewhat support, somewhat oppose or strongly oppose the seal hunt?

Efficacy of arguments for and against the hunt

Among Canadians who oppose the seal hunt in post-simulated debate testing, a plurality believe that the strongest argument against the hunt is that hunters might be cruel in the way they harvest seals, regardless of the regulations. Forty-four percent of Canadians who somewhat oppose and 47 percent who strongly oppose the hunt in post-simulated debate testing select this as the strongest argument against the hunt.

Those who express opposition to the seal hunt in post-simulated debate testing believe the second strongest argument against the seal hunt is that the seal population could quickly be threatened by over-hunting (28 percent among those who somewhat oppose and 26 percent among those who strongly oppose).

One-third of Canadians (36 percent) state that the strongest argument in favour of the seal hunt is that seals are a renewable resource and are hunted in a humane, well regulated and sustainable manner. A plurality of those who somewhat support the seal hunt in post-simulated debate testing (46 percent) believe that this is the strongest argument in favour of the hunt. Those Canadians who strongly support the seal hunt in post-simulated debate testing also believe that this is the strongest argument in favour of the seal hunt (32 percent).

Demographic differences

The majority of men support the seal hunt in post-simulated debate testing while the majority of women oppose it. Six in ten men support the hunt (61 percent overall, 14 percent strongly and 47 percent somewhat) in contrast to one-half of women who oppose the seal hunt in post-simulated debate testing (53 percent overall, 23 percent strongly and 30 percent somewhat).

The same situation occurs with language. The majority of Anglophones support the seal hunt in post-simulated debate testing (54 percent overall, 10 percent strongly and 44 percent somewhat) while the majority of Francophones oppose it (58 percent overall, 18 percent strongly and 36 percent somewhat).

Not surprisingly, given that Atlantic Canada has the most to gain from the seal hunt, it is also the region of the country that has the highest percentage of support for the seal hunt in post-simulated debate testing. Two-thirds of Atlantic Canadians support the seal hunt (64 percent overall, 26 percent strongly and 38 percent somewhat). Western Canada has the second highest support for the hunt (57 percent) with ten percent strongly supporting it and 47 percent somewhat supporting it. A majority of Ontarians (51 percent) also support the hunt in post-simulated debate testing with seven percent strongly supporting and 44 percent somewhat supporting it. As mentioned previously, a majority of Francophones do not support the hunt (58 percent) and 54 percent of Quebecers oppose the hunt either somewhat (35 percent) or strongly (19 percent).

Strongest arguments in favour of the seal hunt (by post-simulated debate testing)

Q.34
Which of the following would you say is the strongest argument in favour of the seal hunt?

As age and income increase so does support for the seal hunt in the post-simulated debate question. While six in ten people 55 years of age and older support the seal hunt (59 percent overall, 14 percent strongly support and 45 percent somewhat support) this support drops dramatically to one-third among 18 to 24 year-olds (34 percent overall, 1 percent strongly support and 33 percent somewhat support). As well, two-thirds of respondents with an annual household income of over $80,000 (65 percent overall, 11 percent strongly support and 54 percent somewhat support) support the hunt, but just under one-half of participants with an annual household income of less than $30,000 support it (47 percent overall, 9 percent strongly support and 38 percent somewhat support).

Q.36
Now, after hearing the various arguments for and against the seal hunt, would you say you strongly support, somewhat support, somewhat oppose or strongly oppose the seal hunt?

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7. Attitudinal Segmentation

As part of this study, Environics conducted a cluster analysis of the data to see if there were distinct groups within the Canadian population that had internally coherent views toward the seal hunt. A number of cluster solutions were proposed, based on a factor analysis of the attitudinal questions that appeared at the start of the questionnaire and the three questions concerning support for and opposition to the hunt.

In order to examine attitudinal differences between subgroups in the population who might differ with regard to their thoughts and feelings about the seal hunt, we conducted a segmentation analysis. Segmentation is designed to partition individuals into groups that are homogeneous with regard to their attitudes, values and ethics regarding the hunt.

However, rather than simply segmenting the public on their seal hunt opinions and attitudes per se, we sought first to find more general values and attitudes that might provide a framing orientation to the issue for individuals. These more general attitudes, toward issues such as sustainable natural resource management and humane hunting practices across all animal species, ought to provide an interpretive framework predictive of people's specific attitudes toward the hunt.

By identifying these predictive, and likely explanatory, factors, we would be more likely to give wise counsel about the dynamics of people's seal hunt attitudes, that is, about the main psychological reasons that drive their attitudes of support, opposition, neutrality, indifference, or ambivalence toward the practice. In this approach, we attempted to build the segmentation "space" in terms of those general "independent" variables that cause, or are at least strongly predictive of, seal hunt attitudes (the "dependent," or outcome variable). The segmentation proceeded in several stages.

Stage 1

First, we examined a variety of items for their face validity and suitability as candidates for their role as predictive factors that might frame the debate for people and best predict their specific seal hunt attitudes. The focus of our inquiry was the Question 1-6 series on the questionnaire. On the basis of the correlations observed between these items, it appeared that there might be general underlying attitudinal, value and ethical orientations that would describe several items simultaneously.

Stage 2

We therefore next entered these six items into a principle components analysis (PCA) designed to unearth any latent, more general constructs that might exist. This stage requires careful data preparation, appropriate recodings, treatment of outliers, etc. As the result of this analysis (which included a variety of approaches to factor extraction and rotation), we uncovered two simple, coherent factors that stably emerged in various iterations of the analysis.

The first of these, comprising a weighted combination of Questions 1 and 3, had to do with the appropriate role of governments to intervene in economic and resource management (as assessed by respondents' reactions to items about the federal government's duty to increase economic opportunities in depressed regions and the importance of proper management so as to sustain natural resources).

The second underlying latent factor had to do with a combination of the acceptability of hunting animals in general, so long as that hunt is conducted humanely, with the belief that species overpopulation is "just as problematic" as underpopulation. That the second item loads with the first suggests that individuals who are in favour of hunting that is humane would also endorse hunting to cull overpopulations.

Stage 3

To conduct a segmentation based on respondents' scores on these two underlying attitude orientations to government interventions and attitudes toward hunting, factor scores were computed that represent the strength or weakness (relative to all others in the sample) of each respondent on each of the factors. The factors, in fact, serve as new, hierarchically derived variables that become the basis for segmentation.

As part of this study, Environics conducted a cluster analysis of the data to see if there were distinct groups within the Canadian population that had internally coherent views toward the seal hunt. A number of cluster solutions were proposed, based on a factor analysis of the attitudinal questions that appeared at the start of the questionnaire and the three questions concerning support for and opposition to the hunt.

In order to examine attitudinal differences between subgroups in the population who might differ with regard to their thoughts and feelings about the seal hunt, we conducted a segmentation analysis. Segmentation is designed to partition individuals into groups that are homogeneous with regard to their attitudes, values and ethics regarding the hunt.

However, rather than simply segmenting the public on their seal hunt opinions and attitudes per se, we sought first to find more general values and attitudes that might provide a framing orientation to the issue for individuals. These more general attitudes, toward issues such as sustainable natural resource management and humane hunting practices across all animal species, ought to provide an interpretive framework predictive of people's specific attitudes toward the hunt.

By identifying these predictive, and likely explanatory, factors, we would be more likely to give wise counsel about the dynamics of people's seal hunt attitudes, that is, about the main psychological reasons that drive their attitudes of support, opposition, neutrality, indifference, or ambivalence toward the practice. In this approach, we attempted to build the segmentation "space" in terms of those general "independent" variables that cause, or are at least strongly predictive of, seal hunt attitudes (the "dependent," or outcome variable). The segmentation proceeded in several stages.

Stage 4

At the fourth stage of the analysis, cluster analysis, using SPSS (v9.0) K-means cluster, was executed in order to generate solutions of various segment sizes. In particular, segmentation solutions of size 3, 4, 5, and 6 were all run.

Stage 5

The selection of the final solution size was done on judgment, after careful examination of all the solutions and as a function of several considerations (this is standard practice in segmentation work).

For example, the choice of the number of segments (or clusters) selected often weighs the need for communications plans to be developed for relatively few audiences against the need for an articulated space of respondents' mental, emotional, and evaluative postures on the issue. In addition, sometimes a solution may be ruled out because one of its segments is relatively much smaller than the others, because there is a general imbalance in the population incidences (sizes) of each group, or because one or more of its members lacks intuitive appeal.

In this case, and beyond the foregoing considerations, we examined each solution to see: 1) how successfully it had divided respondents into well-differentiated groups according to their seal hunt attitudes (Q. 16 and 36: the dependent or outcome variables); as well as 2) how successfully it had created a set of distinct and cogent issue dynamics associated with each segment, based on the underlying explanatory factors (or independent variables), that would help to explain and understand why each group held to the seal hunt opinions and attitudes they homogeneously expressed.

On the basis of these various criteria, we chose the 4-segment solution as the most effective for our purposes and carried it forward for interpretation, profiling and the development of targeted communications recommendations. Of these, two groups (Anti-Hunt, comprising 29 percent of the population and Pro-Hunt, comprising 21 percent of the population) have the firmest views toward the hunt, each at opposite ends of the attitudinal spectrum. Both these groups share one similarity; their views toward the hunt are shaped by the nature of their predisposition toward hunting as an acceptable activity. Those in the Anti-Hunt attitudinal group are, as their name implies, opposed to hunting as a commercial activity even if it is carried out in a humane manner. Those in the Pro-Hunt attitudinal group are more likely to be positively disposed toward this activity.

While the remaining two clusters have a predisposition to one side of the seal hunt issue, they demonstrate greater flexibility on the issue than the other two groups. The Sustainability and Economic Opportunity group has a slight predisposition toward support for the hunt. Given that this group is the largest of the four attitudinal segmentations at 38 percent of the population, they are an important swing group on this issue. The other group, Anti-Hunt Persuadables, are the smallest of the four segmentations, comprising 11 percent of the population. Although this group is predisposed against supporting the hunt, members of this group went through a process of attitude formation over the course of the interview that saw them shift toward a more accepting view of the hunt.

Although all attitudinal questions were considered for the cluster analysis, only the following four were considered significant in the factor analysis that preceded the cluster analysis. The responses by cluster are provided in the table.

Responses to attitudinal questions (by cluster)

Description of the attitudinal segmentations

The following is a description of the four attitudinal groups based on a cluster analysis of the determining attitudinal questions, demographic factors and responses to the other questions in the survey. It should be noted that this clustering process develops general groups where specific opinions and attitudes dominate but are not necessarily exclusive.

Anti-Hunt Persuadables

The smallest of the four attitudinal segmentations, Anti-Hunt Persuadables comprise only 11 percent of the Canadian population. Members of this group are the least likely to believe that the seal population is increasing and among the most likely to believe that the seal population is jeopardy. In fact, a plurality within this group (32 percent) believe that the total seal population in Canada's Atlantic waters is less than 500,000.

Members of this group are most likely to say that they are not at all familiar with the issues associated with the seal hunt (46 percent). A plurality of members in this group (47 percent) do not believe that the seal hunt is economically viable.

When it comes to the credibility of the various personalities and groups on the seal hunt, members of this group are more sceptical with regard to the believability of scientists and are more likely to assign a higher level of credibility to animal rights groups (25 percent saying very believable), provincial ministers (15 percent very believable) and the federal minister (13 percent very believable). Members of this group are also willing to assign a higher level of credibility to the sealing industry itself (62 percent overall).

Unlike the other swing cluster (the Sustainability & Economic Opportunity attitudinal group), members of this group are not persuaded by sustainability arguments and demonstrate a high level of ambivalence toward seal hunt issues. However, there is some evidence, based on a comparison of the way this group changes attitude on the various support questions throughout the interview, that they are "persuadable" on the issue of the seal hunt.

Members of this group are the least likely to express their opinions outside of their immediate social circle. As well, this group has a higher representation of people between 18 and 24 years of age (23 percent) and people who are retired (22 percent) among its members. As well, this group is more likely to be male (54 percent) than female (46 percent). In addition, this group is one of the least educated (44 percent have a high school education or less) and has the lowest average household income of all the attitudinal segmentations. This group has a slightly higher representation of people who live in communities of one million or more persons, and specifically Montreal.

Sustainability & Economic Opportunity

With two-fifths of the overall population (38 percent), members of the Sustainability and Economic Opportunity group are the largest of the four attitudinal segmentations developed for this study. Members of this group are the most likely to believe that seal populations are increasing (23 percent) and are the most persuaded by arguments based on sustainability, humane hunting practices, and economic opportunity.

Members of this group find that the threat of overpopulation and the need to sustainably manage a natural resource are resonant arguments in support of the hunt. As well, those in this attitudinal group are the strongest supporters of the DFO seal hunt policy. A plurality within this group (48 percent) believe that the seal hunt is economically viable.

Members of this group have the highest recall of seal hunt media mentions, with higher than average recall of negative images of seal hunting.

Members of this attitudinal group assign a higher level of believability to scientists in general (45 percent saying very believable) and to DFO scientists (41 percent very believable). Further, they assign higher levels of believability to environmental and conservation groups (31 percent very believable).

This group is slightly more female (52 percent) than male (48 percent) and has a slightly higher representation in Quebec (24 percent of members are Francophones) and from communities between 5,000 and 100,000 persons in size. This group has the second highest average income of all four attitudinal segmentations.

Pro-Hunt

Comprising one-fifth of the Canadian population (21 percent), members of the Pro-Hunt attitudinal segmentation are the strongest supporters of the seal hunt.4 Although they under-estimate the seal population, members of the Pro-Hunt group give the highest population estimates of all four attitudinal segmentations. A majority within this group believes in the economic viability of the hunt.

As with members of the Sustainability & Economic Opportunity group, those in the Pro-Hunt segmentation find the threat of seal overpopulation and the need to responsibly manage a natural resource the most resonant arguments in favour of the hunt. This group is the most supportive of the federal government, with a plurality expressing satisfaction with the way it is managing this file (8 percent very satisfied, 35 percent somewhat satisfied).

However, two-fifths of this group (43 percent) say they are not at all familiar with the issues associated with the hunt. Despite their low overall recall of media stories concerning the seal hunt, they have higher than average recall of protests associated with this activity.

One-quarter of Pro-Hunt members (23 percent) find that fishermen are very believable when speaking out on seal hunting issues.

Looking at the demographic characteristics of this group, Pro-Hunt members have a higher representation of those between 35 and 44 years of age and those from communities with populations less than 5,000 persons. This group has an exact gender balance and representative linguistic profile. In addition to having the highest average income of all attitudinal segmentations, this group is also the best educated, with 26 percent having an undergraduate university degree or better.

Anti-Hunt

Three in ten Canadians (29 percent) comprise the Anti-Hunt attitudinal segment. As mentioned earlier, this group has a philosophical predisposition against the hunt, largely based on their opposition to hunting in general. Members of this group are the most likely to believe that seal quotas are increasing (20 percent) despite having the second highest recall of media stories concerning the hunt.

A majority of Anti-Hunt members (55 percent) do not believe that the hunt is economically viable. As well, this group is the most convinced that over-fishing (72 percent), rather than consumption by seals (17 percent), is responsible for low fish stocks.

This group is the least satisfied with the way that the federal government is managing this file, with one-quarter (24 percent) saying they are very dissatisfied with federal government activities in this area.

Three in ten Anti-Hunt members (30 percent) find environmental and conservation groups very believable when speaking on issues associated with the seal hunt.

Anti-Hunt members are more likely to be female (56 percent) than male (44 percent) and have a higher representation among office, sales and service workers (19 percent), as well as Anglophones (81 percent). Members of this group have the second lowest average income and have a higher representation from Ontario (and Toronto) of all the attitudinal groups.

Support for the seal hunt

Looking at the changes in support for the seal hunt by attitudinal cluster, we find that Anti-Hunt Persuadables experience the highest levels of volatility and greatest amount of net change (+15 percentage points) of the four attitudinal groups. As the table demonstrates, a potential exists to reinforce support for the seal hunt among the other attitudinal groups.

Support for the seal hunt (by cluster)

Q.16
In general, would you say you strongly support, somewhat support, somewhat oppose or strongly oppose the Canadian seal hunt?

Q.19
Under the current federal policy, seal hunting is only permitted under the following conditions: no nursing seals are hunted, the hunt is done in a humane manner, quotas are set to ensure that the seal populations are sustained and no large commercial vessels are used. In general, would you say that you strongly support, somewhat support, somewhat oppose, or strongly oppose this current policy?

Q.36
Now, after hearing the various arguments for and against the seal hunt, would you say you strongly support, somewhat support, somewhat oppose or strongly oppose the seal hunt?

Seal hunt arguments by attitudinal cluster

Looking at the arguments for and against the seal hunt tested in this study, we find that pro-hunt arguments are more resonant, and therefore more effective, among the two groups most disposed toward the hunt. Arguments that touch on the sustainability of the hunt are generally more resonant among those in the Sustainability & Economic Opportunity group than for those in the Pro-Hunt group, who generally find arguments related to the preservation of fish stocks more persuasive.

Looking at arguments against the hunt, arguments that touch on sustainability are the most resonant for the Sustainability & Economic Opportunity and Pro-Hunt groups. With the exception of the argument concerning a large campaign against the hunt, which was found more resonant by the Anti-Hunt Persuadables and Anti-Hunt members, all other arguments against the hunt were most resonant among the Sustainability & Economic Opportunity cluster.

Resonance of pro-hunt arguments (by cluster)
% answering "yes" among seal hunt opponents
 

Q. 27-33
Which, if any, of the following conditions might cause you to change your mind and support the seal hunt? Subsample: Opponents of seal hunt

Resonance of anti-hunt arguments (by cluster)
% answering "yes" among seal hunt supporters

Q. 20-27
Which, if any, of the following conditions might cause you to change your mind and oppose the seal hunt? Subsample: Supporters of seal hunt

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8. Effectiveness of Arguments For and Against the Seal Hunt

As mentioned earlier in this report, participants were exposed to a series of arguments, based on similar issue areas, for or against the seal hunt. Those who supported the hunt in the initial support question were exposed to seven arguments against the hunt while those who initially opposed the hunt were exposed to arguments in favour of the hunt. For each argument, participants were asked if the argument would be effective in changing their opinion regarding the hunt.

In general, we found that arguments against the hunt have lost some salience since 1992 while some arguments in favour of the hunt have increased in salience.

Simulated debate of factors that might change support to opposition

Canadians who expressed initial support for the seal hunt were asked a series of questions about issues that might influence their views of the seal hunt and cause them to change their support to opposition. These questions were asked of the 40 percent of respondents who initially stated they strongly support (9 percent) or somewhat support (31 percent) the seal hunt.

A majority of Canadians who voiced initial support for the seal hunt would change their minds and oppose it if they believed that many parts of the federal government's current policy on the seal hunt were not adhered to. Their support of the hunt is dependent upon the federal policy of sustainable quotas, humane hunting, no hunting of nursing seals and the non-use of large commercial vessels.

It is interesting to note that seal hunt supporters' responses to two separate questions dealing with the sustainability of the seal hunt quotas received markedly different responses. Three-quarters of seal hunt supporters would change their minds and oppose the hunt if the quotas were set higher than what the seal herds could sustain over the long term. A majority (56 percent) state they might change their minds if reducing the number of seals went against the government's policy of trying to ensure that our natural resources, such as fish, are protected for future generations.

Just over two-thirds (68 percent) would change their minds and oppose the hunt if seals still feeding on their mother's milk were hunted or if the hunt took place in an inhumane manner. As well, the majority of hunt supporters (53 percent) would also change their minds if it were conducted using large offshore ships.

Majorities of those who support the hunt would not change their minds if there were evidence that the seal hunt does not protect the fishery as a way of life (50 percent) or if there were a large campaign against seal hunting (77 percent).

Factors that might change seal hunt support to opposition

Q.20-26
Which, if any, of the following conditions might cause you to change your mind and oppose the seal hunt? (n = 440)
Subsample: Supporters of seal hunt

Argument testing: If quotas are higher than what the seal herds could sustain over the long term

Three-quarters of seal hunt supporters (76 percent) would change their minds and oppose the hunt if the seal hunt quotas were higher than what the seal herds could sustain over the long term. A similar question was asked of survey respondents in the 1992 questionnaire. Seal hunt supporters were asked if they might change their minds and oppose the hunt if seal hunt threatened the seal population with extinction. In 1992 four out of five seal hunt supporters (82 percent) would change their minds if the hunt threatened the seal herds with extinction.

The propensity of seal hunt supporters to change their minds and oppose the hunt based on the issue of seal hunt quotas being unsustainable increases as income and education increase. Two-thirds of people (66 percent) whose annual household income is less than $30,000 would change their minds and oppose the hunt under this condition. However, nine in ten people (88 percent) with an annual household income of over $80,000 might change their minds and oppose the hunt if seal hunt quotas were placed at a level that threatened the sustainability of the seal herds. As well, six in ten people (58 percent) with less than a high school education might change their minds while considerably more university graduates (83 percent) might do so.

Women who support the seal hunt are more likely than men to change their minds and oppose it based on this criterion. Four out of five women (79 percent) would change their minds if the seal hunt quotas were set at a level that the seal herds could not sustain while fewer men (73 percent) might do so. One-quarter of men (26 percent) believe this would not influence their views on the seal hunt compared to significantly fewer women (18 percent).

Francophones (67 percent) are much less likely to change their minds on this issue than are Anglophones (78 percent). In fact, just under one-third of Francophones (31 percent) would not change their minds and oppose the hunt based on the seal herds' inability to sustain the hunt over the long term. Residents of the province of Quebec (65 percent) are much less likely than the national average (76 percent) to change their minds and oppose the hunt based on this issue. Regionally speaking, only Atlantic Canadians (62 percent) are less likely than Quebecers to change their minds on this basis. Ontarians (84 percent), followed by Western Canadians (79 percent), represent the regions in Canada where the most seal hunt supporters might change their minds and oppose the hunt if the seal hunt quotas were higher than what the seal herds could sustain over the long term.

Which, if any, of the following conditions might cause you to change your mind and oppose the seal hunt?

Q.24
If seal hunt quotas were higher than what the seal herds could sustain over the long term. N = 440 of 1021

Q.10 (1992)
If the seal hunt threatened the seal population with extinction.
N = 515 of 1500
Subsample: Supporters of seal hunt

Q.24
Which, if any, of the following conditions might cause you to change your mind and oppose the seal hunt ... if seal hunt quotas were higher than what the seal herds could sustain over the long term?
Subsample: Supporters of seal hunt

Opinion leaders (71 percent) are less likely than non-opinion leaders (76 percent) to change their minds and oppose the hunt based on this issue.

Argument testing: If reducing the number of seals went against the government's policy of trying to ensure that our natural resources, such as fish, are protected for future generations

Continuing to look at the influence of sustainability as a factor in support or opposition to the seal hunt, over one-half of seal hunt supporters (56 percent) might change their minds and oppose the hunt if reducing the number of seals went against the government's policy of trying to ensure that our natural resources, such as fish, are protected for future generations. In comparison with the 1992 survey, it is clear that, while this issue would cause one-half of seal hunt supporters to change their minds and oppose the hunt, there is a seven point increase in the percentage of seal hunt supporters who would not change their minds based on this criterion.

Feedback from seal hunt supporters based on this criterion is fairly stable across demographic attributes with a few notable exceptions including:

• Women (60 percent) are more likely than men (53 percent) to change their minds and oppose the hunt based on this criterion.

• Seal hunt supporters in Atlantic Canada (62 percent) and Ontario (62 percent) are more influenced by this argument than are supporters in Quebec (54 percent) or Western Canada (48 percent).

• Less than one-half of opinion leaders (46 percent) would change their support to opposition on this basis.

• Two-thirds of people who have an annual household income of $50,000 or more would change their minds and oppose the hunt on this basis while only one-half of those who have an annual household income of $50,000 or less would change their minds and oppose the hunt (50 percent less than $30,000, 48 percent $30,000 to $50,000, 65 percent $50,000 to $80,000 and 63 percent $80,000 or more).

Q.21
Which of the following conditions might cause you to change your mind and oppose the seal hunt ... if reducing the number of seals went against the government's policy of trying to ensure that our natural resources, such as fish, are protected for future generations? (Q.7, 1992) Subsample: Supporters of seal hunt

Argument testing: If seals still feeding on their mother's milk were hunted

Two-thirds of seal hunt supporters (68 percent) might change their minds and oppose the hunt if seals still feeding on their mother's milk were hunted. This represents a 16 percentage point increase since 1992 in the number of seal hunt supporters who would change their minds and oppose the hunt based on this issue. In 1992, just over one-half of seal hunt supporters (52 percent) said this factor might change their minds about the hunt.

Hunting seals who are still feeding on their mother's milk might cause three-quarters of women (73 percent) seal hunt supporters to change their minds whereas significantly fewer men (65 percent) would be likely do so.

Younger Canadians are much more influenced by this idea than are older Canadians. While 84 percent of 18 to 24 year-olds and 76 percent of 25 to 34 years olds might change their support to opposition if nursing seals were hunted, only 67 percent of 35 to 44 year-olds, 59 percent of 45 to 54 year-olds and 68 percent of people 55 years of age and older would do so.

Residents of Ontario (76 percent) who support the seal hunt are significantly more likely than Atlantic Canadians (56 percent) to change their support to opposition based on the hunting of nursing seals. Feedback from Quebecers (67 percent) and Western Canadians (64 percent) is fairly consistent with the national average (68 percent) on this issue.

It is interesting to note that those who somewhat support the seal hunt in post-simulated debate testing are much more likely to change their minds and oppose the hunt than those who strongly support the seal hunt in post-simulated debate testing. Seven in ten soft supporters (72 percent) would change their minds and oppose the hunt if baby seals still nursing on their mother's milk were hunted versus less than one-half of strong supporters (49 percent) of the seal hunt.

Q.22
Which of the following conditions might cause you to change your mind and oppose the seal hunt ... if seals still feeding on their mother's milk were hunted? (Q.8, 1992)
Subsample: Supporters of seal hunt

Q.22
Which of the following conditions might cause you to change your mind and oppose the seal hunt ... if seals still feeding on their mother's milk were hunted? Subsample: Supporters of seal hunt

Argument testing: If the seal hunt were not carried out in a humane manner

Over two-thirds of seal hunt supporters in 1992 and in 2000 (68 percent each) would change their minds and oppose the hunt if it were not carried out in a humane manner. Feedback on this issue has not changed during the eight years between the two surveys.

Hunting seals in a humane manner is pivotal to support and to opposition to the hunt. Sixty-eight percent of seal hunt supporters might change their minds and oppose the hunt if it were not conducted in a humane manner and 60 percent of seal hunt opponents would change their minds and support the hunt if it were conducted in more humane manner. Of note, Francophones and Quebecers are the only demographic groups in which a majority of seal hunt supporters say they are not likely to change their minds if the seal hunt were not carried out in a humane manner. Sixty percent of Francophones and 55 percent of Quebecers would not change their support to opposition if the seal hunt were not carried out in a humane fashion.

Regionally speaking, Atlantic Canadians (81 percent) are the most passionate about changing their support to opposition based on inhumane hunting practices, followed by Western Canadians (77 percent) and Ontarians (74 percent). Only 43 percent of Quebecers would change their support to opposition based on this issue.

Older seal hunt supporters are more likely to change their support to opposition based on how the seals are harvested than are younger Canadians. Three-quarters of supporters 45 years of age and older (73 percent) might oppose the hunt if it were not carried out in a humane manner compared to 65 percent of supporters 35 to 44 years of age and 57 percent of supporters 25 to 34 years of age would do so.

Not carrying out the seal hunt in a humane manner might cause seven in ten women (72 percent) seal hunt supporters to change their minds whereas significantly fewer men (65 percent) would do so.

Q.25
Which of the following conditions might cause you to change your mind and oppose the seal hunt ... if the seal hunt was not carried out in a humane manner? (Q.11, 1992) Subsample: Supporters of seal hunt

Argument testing: If the seal hunt was conducted using large offshore ships

Now turning to an examination of one aspect of how the seal hunt could be conducted, but is not at present, the use of large offshore ships for seal hunting might cause over one-half of seal hunt supporters (53 percent) to change their minds and oppose the hunt. This percentage has risen by eight percentage points since 1992 when 45 percent of seal hunt supporters said that they might change their minds if large offshore ships were used when hunting seals.

Feedback from seal hunt supporters based on the use of large offshore ships is fairly stable across demographic attributes with a few notable exceptions. These include:

• Opinion leaders (60 percent), Francophones (59 percent) and women (56 percent) are much more likely than their counterparts to change their minds and oppose the hunt based on this factor (non-opinion leaders 52 percent, Anglophones 51 percent and men 51 percent).

• A majority of Atlantic Canadians (55 percent) who support the hunt would not change their minds and oppose it if large offshore ships were used, which is significantly higher than the national average of 42 percent.

Q.23
Which of the following conditions might cause you to change your mind and oppose the seal hunt ... if the seal hunt was conducted using large offshore ships? (Q.9, 1992) Subsample: Supporters of seal hunt

Argument testing: If there was evidence that the hunt would not help protect the fishery as a way of life and if there was a large campaign against the seal hunt

The two arguments that a majority of seal hunt supporters would not be influenced by are: if there was evidence that the hunt does not help protect the fisheries as a way of life (50 percent would not change their minds) or if there was a large campaign against the seal hunt (77 percent would not change their minds). The greatest change in attitude since 1992 has occurred on the issue of the inability of the seal hunt to help protect the fishery as a way of life. While 55 percent of 1992 seal hunt supporters said they might change their minds and oppose the hunt under this condition, only 40 percent of seal hunt supporters today would change their minds for this reason. There is a four percentage point decrease from the percentage of 1992 seal hunt supporters (22 percent) who would change their minds and oppose the hunt if there was a large campaign against the seal hunt to the 18 percent of seal hunt supporters today who might change their minds due to a large anti-seal hunt campaign.

Generally speaking, on the impact of evidence that the seal hunt would not help protect the fishery as a way of life, there is little variation in the responses of seal hunt supporters across demographic lines with a few minor exceptions. Women (48 percent) are much more likely than men (35 percent) to change their minds and oppose the seal hunt if this evidence exists. Also, Western Canadians (34 percent) and people whose household income is $80,000 or more (31 percent) are significantly less likely to change their minds and oppose the hunt than the national average (40 percent).

Generally speaking, the influence of a large campaign against the seal hunt is fairly stable across all demographic lines with a few exceptions. Seal hunt supporters who are high school graduates (33 percent), who have not completed high school (30 percent), who have an annual household income of $30,000 or less (28 percent), or who live in metropolitan regions of over one million people (25 percent) are all more likely than the national average (18 percent) to change their minds and oppose the seal hunt. As well, seal hunt supporters who are 55 years of age or older (13 percent), opinion leaders (12 percent), who have an annual household income of $80,000 or more (9 percent) or are university graduates (7 percent) are less likely than the national average (18 percent) to change their minds and oppose the seal hunt.

Q.20
Which of the following conditions might cause you to change your mind and oppose the seal hunt ... if there were evidence that the seal hunt would not protect the fishery as a way of life?
(Q.6, 1992) Subsample: Supporters of seal hunt

Q.26
Which of the following conditions might cause you to change your mind and oppose the seal hunt ... if there was a large campaign against the seal hunt? (Q.12, 1992) Subsample: Supporters of seal hunt

Simulated debate of factors that might change opposition to support

Canadians who expressed initial opposition to the seal hunt were asked a series of questions about issues that might influence their views of the seal hunt and cause them to change their opposition to support. These questions were asked of the 54 percent of respondents who initially stated they somewhat oppose (28 percent) or strongly oppose (26 percent) the seal hunt.

A majority of Canadians who oppose the seal hunt would change their minds and support the hunt if they felt it was conducted in a sustainable and more humane manner. Seventy-four percent of Canadians who oppose the hunt would support the hunt if the health of seals were threatened by overpopulation and two-thirds would support the hunt if it restored a balance between fish and seals (68 percent) or if the quotas were set at a level that allowed the seal population to remain stable or increase (66 percent). As well, six in ten opponents to the hunt (60 percent) would change their minds and support the hunt if it were carried out in a more humane manner.

While two-thirds of opponents to the seal hunt might change their minds and support it if a balance were restored between seals and fish (68 percent), fewer than six in ten would change their minds if the hunt would help ensure there are enough fish for the fishermen to catch (57 percent). This reinforces the contention on the part of two-thirds of Canadians in this survey (65 percent) that the problems that fishermen are having with depleted fish stock are due to over-fishing and that reducing the seal population won't do much to help.

However, a majority of those who oppose the hunt would not be inclined to change their minds and support it based on the principles of only hunting seals that have been weaned from their mothers (69 percent) or conducting it in a way that protected Canada's image abroad (58 percent). While these two seal hunt concerns do not influence the majority of those opposed to the seal hunt, it does resonate with one-third or more of them. Thirty-nine percent would change their minds if the hunt was conducted in a manner that would protect Canada's image abroad, and another 32 percent would change their minds if only weaned seals were hunted.

Factors that might change seal hunt opposition to support

Q.27-33
Which, if any, of the following conditions might cause you to change your mind and support the seal hunt? Subsample: Opponents of seal hunt

Argument testing: If the health of seals was threatened by the overpopulation of seals

The top three arguments that might change seal hunt opponents into supporters deal with issues of sustainability. The most powerful argument is if the health of seals was threatened by the overpopulation of seals, followed by restoring a balance between the populations of fish and seals, and quotas set at a level that allowed the seal population to remain stable or increase. Three-quarters of seal hunt opponents (74 percent) might change their minds and support the hunt if the health of seals was threatened by overpopulation. This is a slight increase over the feedback from seal hunt opponents in 1992 (71 percent).

Feedback from opponents to the seal hunt on this issue varies by less than five percent on the majority of demographic criteria. The few exceptions are as follows. Women (77 percent) are more likely than men (71 percent) to change their minds and support the hunt if the health of seals was threatened by overpopulation. As well, Francophones (78 percent) are more likely than Anglophones (73 percent) to say they might change their opposition to support in this situation. Furthermore, Atlantic Canadians (80 percent) and Quebecers (77 percent) are more likely than Ontarians (73 percent) and Western Canadians (72 percent) to change their minds and support the hunt if seal health was threatened by overpopulation.

Argument testing: If the seal hunt restored a balance between the population of fish and seals

Two-thirds of seal hunt opponents (68 percent) might change their minds and support the hunt if this activity restored a balance between the population of fish and seals. Three in ten opponents (30 percent) would not be influenced by this argument and another two percent do not know. Since 1992, the percentage of seal hunt opponents who might change their minds and support the hunt based on the re-establishment of an equilibrium between fish and seals has increased by nine percentage points.

Which of the following conditions might cause you to change your mind and support the seal hunt?

Q.33
If the health of seals was threatened by the overpopulation of seals? Q.19 (1992)
If the health of seals was threatened by the increased number of seals?
Subsample: Opponents of seal hunt

Q.32
Which of the following conditions might cause you to change your mind and support the seal hunt ... if the seal hunt restored a balance between the population of fish and seals? (Q.18, 1992)
Subsample: Opponents of seal hunt

As annual household income increases the propensity for seal hunt opponents to change their minds and support the hunt decreases. There is an 11 percentage point spread in response between people who have an annual household income of over $80,000 (62 percent) and those who have an annual household income of less than $30,000 (73 percent). Seven in ten people (71 percent) whose annual household income is between $30,000 and $50,000 would change their minds based on this criterion and two-thirds of people (66 percent) whose annual household income is between $50,000 and $80,000 would do so.

Feedback from seal hunt opponents in different regions of the country also varies. Quebecers (77 percent) are the group most likely to change their minds and support the hunt if it restored a balance between the population of fish and seals. Atlantic Canadians (69 percent), then Western Canadians (66 percent), and finally residents of Ontario (63 percent) follow them.

Feedback from seal hunt opponents is fairly stable on the remaining demographic attributes with a few minor exceptions. Francophones (79 percent) and women (70 percent) are much more likely than their counterparts to change their minds and support the seal hunt if the hunt restored a balance between fish and seals (Anglophones 65 percent and men 64 percent). Eight in ten seal hunt opponents with less than a high school education might change their minds if the hunt restored a balance between these species. Only 56 percent of seal hunt opponents who are opinion leaders would change their minds if this were the case.

Q.32
Which of the following conditions might cause you to change your mind and support the seal hunt ... if the seal hunt restored a balance between the population of fish and seals? Subsample: Opponents of seal hunt

Argument testing: If seal hunt quotas were at a level that allowed the seal population to remain stable or increase

Once again, the issue of sustainability is highly influential. Two-thirds of seal hunt opponents (66 percent) would change their minds and support the seal hunt if seal hunt quotas were at a level that allowed the seal population to remain stable or increase. A similar but different question was asked of seal hunt opponents in 1992. As such it is not possible to discuss the net change in opinion since 1992 on this issue. The adjacent chart does line up the two similar questions. It is interesting to note that in 1992, 51 percent of seal hunt opponents said that they might become seal hunt supporters if the hunt did not threaten the seal population with extinction.

Francophones and Quebecers are significantly more likely to change their minds and support the hunt based on this sustainability argument. Four out of five Francophones (78 percent) versus three out of five Anglophones (63 percent) might support the seal hunt if the hunt quotas were at a level that allowed the seal population to remain stable or increase. As well, 75 percent of Quebecers would change their minds and support the hunt under this condition in comparison with 68 percent of Atlantic Canadians, 65 percent of Western Canadians and 60 percent of Ontario residents.

Responses to this argument are stable across all other demographic groups with a few distinctions. Seventy-five percent of people who have an annual household income of between $30,000 and $50,000 might change their minds and support the hunt while significantly fewer people whose annual household income is over $80,000 (56 percent) would do so. Opinion leaders (56 percent) are more reluctant to change their minds and support the hunt than the national average (66 percent) given seal hunt quotas at a level that would allow the seal population to remain stable or increase.

Which of the following conditions might cause you to change your mind and support the seal hunt?

Q.30
If seal hunt quotas were at a level that allowed the seal population to remain stable or increase?

Q.16 (1992)
If the hunt did not threaten the seal population with extinction?
Subsample: Opponents of seal hunt

Argument testing: If the seal hunt was carried out in a more humane manner

Three out of five seal hunt opponents might change their minds and support the hunt if it was carried out in a humane manner. Support for this approach has increased by 13 percentage points since Canadians were last surveyed on this issue.

Humane hunting of seals resonates with most seal hunt opponents. Of the 60 percent of seal hunt opponents who said they might change their minds and support the hunt, 72 percent believe the strongest argument against the hunt is that hunters might be cruel in the way they kill seals regardless of the regulations. As well, seven in ten opponents who are opinion leaders say they might change their minds and support the hunt if it were carried out in a more humane manner.

This view increases steadily with age and decreases as annual household income increases. While the majority of seal hunt opponents 18 to 24 years of age (52 percent) would change their minds and support the hunt if it was carried out in a more humane manner, the percentage grows to 72 percent of people 55 years of age and older. (Fifty-three percent of 25 to 34 year-olds and 60 percent of people 35 to 54 years of age would change their minds and support a more humane hunt.) In terms of income, two-thirds of people who have an annual household income of less than $30,000 might change their minds and support a more humane hunt compared to 58 percent of people who have an annual household income of $80,000 or more.

Francophones (67 percent) and women (65 percent) are much more likely to change their minds and support the seal hunt than their counterparts if the hunt were conducted in a more humane manner (Anglophones 58 percent and men 52 percent).

There is also a remarkable regional difference in the percentage of people who would change their minds and support the hunt if were done in a more humane manner. Quebecers (66 percent) represent the region where this approach resonates the most. They are followed by Ontarians (60 percent), Atlantic Canadians (56 percent) and finally Western Canadians (54 percent).

Q.27
Which of the following conditions might cause you to change your mind and support the seal hunt ... if the seal hunt was carried out in a more humane manner? (Q.13, 1992: "more" not in the 1992 statement) Subsample: Opponents of seal hunt

Q.27
Which of the following conditions might cause you to change your mind and support the seal hunt ... if the seal hunt was carried out in a more humane manner? Subsample: Opponents of seal hunt

Argument testing: If it would help make sure there would be enough fish for the fishermen to catch

Three out of five seal hunt opponents (57 percent) might change their minds and support the hunt if it would help to make sure that there would be enough fish for the fishermen to catch. Since 1992, there has been a 12 percentage point increase in the number of seal hunt opponents who would change their minds and support the hunt if it would help make sure there would be enough fish for the fishermen to catch. While this increase has taken place, it is important to note that 40 percent of seal hunt opponents say this would not influence them.

As a person's age increases so does the likelihood that they may change their minds and support the hunt if it would help to make sure that there would be enough fish for the fishermen to catch. While the majority of 18 to 24 year-olds (56 percent) would not change their minds and support the hunt based on this criterion, 51 percent of people 25 to 34 years old would, as would 62 percent of 45 to 54 year-olds, and 71 percent of people 55 years of age and older.

As a person's annual household income and education increases, their propensity to change their minds and support the hunt decreases, based on helping to ensure that there are enough fish for the fishermen to catch. While 62 percent of people with an annual household income of less than $30,000 would change their minds and support the hunt, significantly fewer people who have an annual household income of over $80,000 (51 percent) would do so. As well, seven in ten people with less than a high school education would change their minds and support the hunt based on this criterion. However, fewer than one-half of university graduates would do so (47 percent).

Francophones and Anglophones have remarkably different views on this issue. Over two-thirds of Francophones (69 percent) would change their minds and support the hunt if it would help to ensure that there are enough fish for fishermen to catch. This is a significantly higher likelihood of changing their minds than is found among Anglophones (54 percent). Both Atlantic Canadians and Quebecers (64 percent each) are more likely than Ontarians (53 percent) and Western Canadians (55 percent) to change their minds given this condition.

Q.28
Which of the following conditions might cause you to change your mind and support the seal hunt ... if it would help make sure there would be enough fish for the fishermen to catch? (Q.14, 1992) Subsample: Opponents of seal hunt

Opinion leaders are significantly less likely than the national average to change their minds and support the seal hunt based on this criterion. In fact, opinion leaders' views are split on this issue with 49 percent saying they might change their minds and another 49 percent saying they would not change their minds.

Argument testing: If it could be done in a way that protected Canada's image abroad

Conducting the seal hunt in a way that protects Canada's image abroad does not resonate as a factor that might change seal hunt opponents' minds about opposing the hunt. While this argument is slightly stronger today (39 percent) than in 1992 (37 percent), six in ten seal hunt opponents (58 percent) today would not be influenced by this argument.

Opinion leaders (34 percent) are significantly less likely than non-opinion leaders (40 percent) to change their minds and support the hunt if it is conducted in a way that protects Canada's image abroad. This argument is also less likely to influence people between 25 and 34 years of age (29 percent), people who have an annual household income of $80,000 or more (27 percent), and university graduates (25 percent) than Canadians as a whole (39 percent).

Protecting Canada's image abroad might cause the majority of people 55 years of age and older (56 percent) to change their minds and support the hunt. These people represent the only group where a majority might change their minds and support the hunt.

Canadian seal hunt opponents with less than a high school education and college graduates (47 percent each), Quebecers (46 percent), Francophones (45 percent) and people who have an annual household income of $50,000 or less (45 percent) are significantly more likely than the national average (39 percent) to say they might change their minds and support the hunt if it could be done in a way that protected Canada's image abroad.

Q.31
Which of the following conditions might cause you to change your mind and support the seal hunt ... if it could be done in a way which protected Canada's image abroad? (Q.17, 1992) Subsample: Opponents of seal hunt

Argument testing: If only those seals that have been weaned from their mothers were hunted

The image of clubbing baby seals is an incredibly powerful anti-seal hunt image. Although the federal government regulations require that nursing seals are not hunted, many seal hunt opponents probably believe that seals that have not reached maturity should not be hunted and therefore still oppose the hunt in large numbers. While one-third of seal hunt opponents (32 percent) might change their minds and support the hunt if only those seals that have been weaned from their mother's milk were hunted, two-thirds (62 percent) would not. Since 1992, the number of seal hunt opponents who would change their minds and support the hunt has increased by six percentage points. While there is movement on this issue it is, nevertheless, the least persuasive argument for anti-seal hunters.
 

This is the only argument in which opinion leaders (37 percent) who oppose the seal hunt are more likely than the national average (32 percent) and non-opinion leaders (31 percent) to say they might change their minds and support the seal hunt.

Among seal hunt opponents, women (35 percent) are much more likely than men (28 percent) to say they might change their minds and support the hunt if only seals that have been weaned from their mothers were hunted.

Francophones (50 percent) and Quebecers (47 percent) are much more likely than Anglophones (27 percent) and Canadians outside of Quebec (26 percent) to say that they would change their minds and support the hunt under these conditions. One-third of both Atlantic Canadians (34 percent) and Western Canadians (31 percent) would change their minds if only weaned seals were hunted whereas only 22 percent of Ontario residents would do so.

Q.29
Which of the following conditions might cause you to change your mind and support the seal hunt ... if only those seals that have been weaned from their mothers were hunted? (Q.15, 1992) Subsample: Opponents of seal hunt

9. Seals and Fish Stocks

Environics asked a series of forced choice questions to draw out Canadian attitudes concerning the management of the seal hunt. The first forced choice question concerned the cause of depleted fish stocks _ is it due to over-fishing or to increased consumption by growing seal populations? When asked a forced choice question between the two issues, Canadians generally agree with the statement that over-fishing is the real problem with depleted fish stocks, not a growing seal population. Two-thirds of Canadians (65 percent) believe that the problems that fishermen are having are due to over-fishing and reducing the seal population won't do much to help the situation. Another one-quarter of participants (24 percent) agree with the statement that the seal population has been growing too quickly and needs to be controlled because seals are eating too many fish and leaving too few for fishermen. (One in eight respondents, 12 percent, do not provide a response.)

There has been a slight shift in Canadian's views on this issue since 1992. There has been an increase of four percentage points in the proportion of people who believe that over-fishing is the real problem with depleted fish stocks, not a growing seal population that is eating too many fish.

Atlantic Canadians are significantly more likely than those in any other region in Canada to say that the seal population is growing too quickly and eating too many fish. In fact, Atlantic Canadians' opinions are almost equally divided on this issue. While 43 percent believe the seal population is growing too quickly, 46 percent that the real problem is over-fishing, and another ten percent do not offer an opinion on this issue. Atlantic Canadians' views on this issue also differed significantly from the national average responses in 1992. As well, there is a growing belief in Atlantic Canada that the seals are eating too many fish that the fishermen might otherwise catch. In 1992, 35 percent of Atlantic Canadians held this view; today the percentage of Atlantic Canadians holding this view has increased to 43 percent.

Belief that the seal population is growing too quickly and eating too many fish that would otherwise be caught by fishermen increases with age. There is a 30 percentage point difference in the responses of people 55 years of age and older (37 percent) and those 18 to 24 years of age (7 percent) who believe the seal population is growing too quickly. While the majority of people 55 years of age and older (52 percent) believe that over-fishing is the real problem, this response is significantly lower than in all other age categories, especially among those in the youngest age group, who overwhelmingly believe over-fishing is the real problem (88 percent of 18 to 24 year-olds).

Q.18
Some people say that the seal population has been growing too quickly and needs to be controlled, because seals are eating too many fish and leaving too few for fishermen. Other people say that the problems the fishermen are having are due to over-fishing, and that reducing the seal population won't do much to help. Which of these points of view is closer to your own? (Q.4, 1992)

Q.18
Some people say that the seal population has been growing too quickly and needs to be controlled, because seals are eating too many fish and leaving too few for fishermen. Other people say that the problems the fishermen are having are due to over-fishing, and that reducing the seal population won't do much to help. Which of these points of view is closer to your own?

Canadians' views on the forced choice question dealing with a growing seal population or over-fishing correlate significantly with their support or opposition to the seal hunt in post-simulated debate testing. The majority of people (57 percent) who strongly support the seal hunt also believe that the seal population is growing too quickly and eating fish that would otherwise be caught by fishermen. Just under two-thirds of people (64 percent) who somewhat support the hunt believe that over-fishing is the real problem. Three-quarters of those who somewhat oppose (73 percent) or strongly oppose (78 percent) the hunt also believe that over-fishing is the real problem and that reducing the seal population will not do much to help that situation.

An examination of the attitudinal segmentation indicates that as support for hunting in general decreases the belief that over-fishing is the real problem increases. While majorities of people in the Anti-Hunt attitudinal group and those who fall into the Pro-Hunt group agree that over-fishing is the real problem, there is a significant difference in the degree to which both groups hold this view. Fifty-five percent of Pro-Hunt members believe over-fishing is the real problem while seven in ten Anti-Hunt members (72 percent) hold the same view.

Q.18
Some people say that the seal population has been growing too quickly and needs to be controlled, because seals are eating too many fish and leaving too few for fishermen. Other people say that the problems the fishermen are having are due to over-fishing, and that reducing the seal population won't do much to help. Which of these points of view is closer to your own

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10. Economic Viability of the Seal Hunt

In the second forced-choice question, we find that Canadians are equally divided in their beliefs about the economic viability of the seal hunt. Two-fifths of respondents (42 percent) state that their view is closer to the statement that the seal hunt is economically viable because markets exist for seal products, while an equal number (43 percent) state that it is not economically viable because markets do not exist for seal products or are not large enough to sustain the industry. (Another 14 percent did not offer their opinion.)

Majorities of hunt supporters believe the seal hunt is economically viable because markets exist for its products, while majorities of those who oppose the hunt believe that the hunt is not economically viable because markets do not exist or are not large enough to sustain the hunt. Three-quarters of people who strongly support (75 percent) the hunt believe it to be economically viable, while a similar proportion of those who strongly oppose (73 percent) the hunt disagree on the hunt's economic viability. As well, a majority of those who somewhat support (54 percent) the hunt believe it to be economically viable, while a similar proportion of those who somewhat oppose (55 percent) the hunt disagree on the hunt's economic viability.

When examining the attitudinal segmentation it is also clear that those groups who tend toward support for the hunt are most likely to believe that it is economically viable and those groups who oppose the hunt tend not to believe it is economically viable. Once again, an inverse relationship exists between those who are strongly in favour of hunting and those who strongly oppose it _ the majority of the Pro-Hunt attitudinal group (51 percent) believe it is economically viable and the majority of the Anti-Hunt group (55 percent) believe it is not economically viable. As well, a plurality of those who fall into the Sustainability & Economic Opportunity group (48 percent) believe the hunt is economically viable while an almost equal plurality of Anti-Hunt Persuadables (47 percent) believe the hunt is not economically viable.

Q.37
Some people say that the sealing industry is economically viable because there are markets for products such as seal meat, pelts, and seal oil to reduce cholesterol. Others say the sealing industry is not economically viable because markets for seal products such as seal meat, pelts and seal oil to reduce cholesterol do not exist or are too small to sustain the industry. Which of these points of view is closer to your own?

Men and women hold distinctly different opinions on the economic viability of the seal hunt. The majority of men (51 percent) believe the hunt is economically viable while a plurality of women (49 percent) believe the hunt is not viable because the markets for seal products are either too small to sustain the industry or the markets do not exist. Women (17 percent) are more likely than men (11 percent) to be unable or unwilling to select a choice in this regard.

A majority of Atlantic Canadians (56 percent), unskilled workers (52 percent), and people whose annual household income is between $50,000 and $80,000 (52 percent) believe the seal hunt is an economically viable enterprise. On the other hand, a majority of people 18 to 24 years of age (58 percent), people 24 to 34 years of age (52 percent), those who have completed high school (53 percent), and those who live in Montreal (54 percent) or Toronto (50 percent) believe the hunt is not economically viable.

Q.37
Some people say that the sealing industry is economically viable because there are markets for products such as seal meat, pelts, and seal oil to reduce cholesterol. Others say the sealing industry is not economically viable because markets for seal products such as seal meat, pelts, and seal oil to reduce cholesterol do not exist or are too small to sustain the industry. Which of these points of view is closer to your own?

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11. Strongest Argument in Favour of the Seal Hunt

When Canadians are asked to select the strongest of four arguments in favour of the seal hunt, they are most likely to select the argument that seals are a renewable resource and are hunted in a humane, well-regulated and sustainable manner. One-third of Canadians (36 percent) believe that this is the strongest argument while another one in five (22 percent) express the belief that the strongest argument in favour of the seal hunt is that the seal population is growing and is eating fish that would otherwise be caught by fishermen. Slightly fewer Canadians say that the strongest argument in favour of the hunt is that Canada's fishermen could benefit from being able to hunt seals and sell their products (19 percent) or that Canada should never give in to international pressures to put controls on the hunt (16 percent). While the response option that none of these views are the strongest in favour of the hunt was not volunteered, three percent of Canadians offer this response and another four percent do not have an opinion.

As has been noted previously, the arguments about Canada not giving into international pressure and the debate about the growing seal population are two arguments that do not really resonate with Canadians. As well, Canadians are split in their views on the economic viability of the hunt. The only argument that truly resonates with Canadians is that seals are a renewable resource that is hunted in a humane, well-regulated and sustainable manner.

In the 1992 survey of Canadian attitudes toward the seal hunt, respondents were also asked to select the strongest argument in favour of the seal hunt. During that survey they were not offered the response option of "seals are a renewable resource and are hunted in a humane, well-regulated and sustainable manner." As the table below indicates, while they did not have an option that outlines the rules and regulations for the hunt, they did rank the other options in the same order as Canadians do in the 2000 survey. For the respondents in 1992, the most favourable argument for the seal hunt was concern about the seal hunt population and its impact on the number of fish that fishermen can catch, followed by fishermen being able to benefit from the hunt, and finally, that Canada should never give into international pressure to put controls on the seal hunt.

A plurality of Canadians, across all demographic groups and with very few exceptions, believe that the strongest argument in favour of the seal hunt is that seals are a renewable resource that is hunted in a humane, well-regulated and sustainable manner. Only those who strongly oppose the hunt or who believe the seal population is at an all time high gave a plurality of support to other response options. A plurality of those who strongly oppose the hunt believe the strongest argument in favour of the hunt is that Canada should never give into international pressures to put controls on the seal hunt (24 percent). As well, a plurality of those who think the seal population is at an all time high (35 percent) believe the strongest argument in favour of the hunt is that the seal population is growing quickly and is eating fish that would otherwise be caught by fishermen.

Strongest argument in favour of the seal hunt

Q.34
Which of the following would you say is the strongest argument in favour of the seal hunt? (Q.20, 1992)

Pluralities of all attitudinal segmentation groups agree that the strongest argument in favour of the seal hunt is that seals are a renewable resource and are hunted in a humane, well-regulated and sustainable manner.

The two groups that tend toward pro-hunt attitudes are significantly more convinced than those who tend toward opposition that this statement is the strongest argument in favour of the hunt. While a plurality of the people in the Anti-Hunt attitudinal group do select the argument that seals are a renewable resources as the strongest argument in favour of the hunt, their remaining responses are relatively flat with an equal distribution among the three remaining response options.

Strongest argument in favour of the seal hunt (by attitudinal segmentation)
 

Q.34
Which of the following would you say is the strongest argument in favour of the seal hunt?

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12. Strongest Argument Against the Seal Hunt

The potential for hunting seals in an inhumane manner and the over-hunting of seals are seen as the most persuasive arguments against the seal hunt. Just over one-third of Canadians believe that the two strongest arguments against the seal hunt are that hunters might be cruel in the way they hunt seals, regardless of the regulations (37 percent), or that the seal population could quickly become threatened by over-hunting (34 percent). The arguments that the number of fish consumed by seals may be exaggerated (16 percent) and that the hunt could give Canada a bad reputation abroad (9 percent) do not resonate as strongly with Canadians as do the potential for inhumane hunting or over-hunting of seals. Once again, while the option that none of these views are the strongest against the hunt was not volunteered, one percent of Canadians offer this response and another three percent do not have an opinion.

The same question was asked of survey respondents in 1992. The concern that hunters might be cruel in the way they kill seals, regardless of the regulations, has increased by seven percentage points since 1992. This argument was considered the second strongest argument against the hunt in 1992 but it is now considered the strongest argument against the hunt. One-third of Canadians (34 percent) continue to be concerned that the hunt might lead to the over-hunting of seals. The argument that the number of fish consumed by seals may be exaggerated has decreased in support by six percentage points since 1992 and the concern that the hunt could give Canada a bad reputation abroad continues to be the strongest argument against the hunt with one in ten Canadians (9 percent).

Women (41 percent) are significantly more likely than men (32 percent) to say that the strongest argument against the seal hunt is that hunters might be cruel in the way they kill seals, regardless of the regulations. For women this is the strongest argument against the hunt. For just over one-third of men (36 percent) the strongest argument against the hunt is that the seal population could quickly be threatened by over-hunting.

Age influences a person's perception of the strongest argument against the seal hunt. Pluralities of survey respondents in the three categories under 44 years of age believe the strongest anti-hunt argument deals with the issue of sustainability. They all identify the argument that the seal population could quickly be threatened by over-hunting as the number one anti-seal hunt argument. Pluralities of people 45 years of age and older believe that the strongest argument against the hunt is that hunters might be cruel in the way they kill seals, regardless of the regulations.

Strongest argument against the seal hunt

Q.35
Which of the following would you say is the strongest argument against the seal hunt? (Q21, 1992)

The argument dealing with potentially cruel hunting practices resonates as the strongest argument against the seal hunt at a national level and with most demographic groups. It is interesting to note that there are pockets of people who view the argument that the seal population could quickly become threatened by over-hunting as the strongest argument. These groups include: those in technical and semi-professional occupations (46 percent), people whose annual household income is over $80,000 (45 percent), residents of Montreal (44 percent), opinion leaders (43 percent), semi-skilled workers (42 percent), people who live in a community of over one million people (38 percent), university graduates (37 percent), and Western Canadians (34 percent). (This group also includes, as mentioned previously, men and Canadians 44 years of age and under.)

Strongest argument against the seal hunt (by gender)

Strongest argument against the seal hunt (by age)

Q.35
Which of the following would you say is the strongest argument against the seal hunt?

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13. Believability of Spokespersons

As noted earlier in this report, Canadians' knowledge about sealing (population and hunting quotas) is limited. In general, when knowledge or familiarity is low on issues, Canadians prefer to receive information from sources that they consider to be unbiased or credible. They want to receive information so that they can make up their own minds _ they do not want to be given "spin" instead of substance. Evidence of this desire to receive straight information is clear in the survey findings. While a majority of Canadians say all of the spokespersons on seal hunting issues are either very or somewhat believable, scientists in general receive the highest "believability" ratings, followed by DFO scientists.

Over 80 percent of Canadians say that scientists in general (39 percent very, 48 percent somewhat believable), and DFO scientists in particular (34 percent very, 47 percent somewhat believable) are the two groups of people who have the highest overall believability rates on seal hunting issues in Canada. While environmental and conservation groups also have an 80 percent overall believability rate (27 percent very and 53 percent somewhat) their "very believable" rating is significantly lower than those for scientists in general or DFO scientists.

Fishermen (19 percent very, 54 percent somewhat believable), animal rights groups (16 percent very, 47 percent somewhat believable) and the sealing industry (7 percent very, 53 percent somewhat believable) are all seen to be at least somewhat believable by a majority of Canadians, however, their "very believable" rates are significantly lower than for the scientists. Representatives of the sealing industry and animal rights groups are perceived by Canadians as being the least believable of the spokespeople tested. One-third of respondents state that the sealing industry (34 percent) and animal rights groups (35 percent) are either not very or not at all believable (sealing industry: not very, 23 percent and not at all believable, 11 percent; animal rights groups: not very, 22 percent and not at all believable, 13 percent).

The federal fisheries minister is considered more believable than the respondents' provincial minister responsible for fisheries issues when speaking about sealing. Six in ten respondents believe the federal minister is believable (61 percent overall, 9 percent very, 52 percent somewhat believable) in contrast to 55 percent who believe their provincial minister is believable (9 percent very, 46 percent somewhat believable). It is important to note that both sets of elected officials receive significantly higher "don't know" responses than all the other spokespersons tested (12 percent for the federal minister and 20 percent for the provincial minister responsible for fisheries issues).

Q. 39-46
In considering the issue of seal hunting, for each of the following, how would you rate the believability of …?

Overall, men and women tend to have very similar views regarding the believability of the various spokespeople and groups. However, men (38 percent) are more likely than women (31 percent) to feel that Department of Fisheries and Oceans scientists are very believable. On the other hand, women are more likely than men to suggest that animal rights groups (20 percent vs. 13 percent) and environmental and conservation groups (34 percent vs. 21 percent) are very believable.

While opinions vary considerably among the various age groups, it appears that those between 18 and 24 years of age tend to be the most sceptical. For five out of the eight spokespeople, the smallest proportions of those who say that they are at least somewhat believable and the largest proportions of those who say that they are not very or not at all believable are found among those 18 to 24 years of age.

French-speaking Canadians consistently put more faith in the various spokespeople and groups than do English-speaking Canadians. This difference between the two language groups is clearly seen in the proportions who suggest that scientists in general (48 percent vs. 37 percent), animal rights groups (30 percent vs. 13 percent), and environmental and conservation groups (39 percent vs. 24 percent) are very believable.

When we examine the various assessments of believability by income and education, an interesting pattern emerges. For roughly one-half of the spokespeople (e.g. federal fisheries minister, DFO scientists and scientists in general), the intensity of belief increases as income and education levels increase. On the other hand, for roughly another one-half of the spokespeople (e.g., animal rights groups, environmental and conservation groups and sealing industry spokespeople), intensity of belief decreases as income and education levels increase. Therefore, it appears that groups with specific causes that they promote or with some possible agenda or self-interests (e.g., animal rights groups, environmental and conservation groups, sealing industry spokespeople) are more likely to be trusted by less educated and less affluent Canadians, while more affluent and educated Canadians put more trust in organizations and individuals that seem to be more neutral or objective.

Believability of spokespersons (by annual household income)
Percentage very believable

Q. 39-46
In considering the issue of seal hunting, for each of the following, how would you rate the believability of…?

Believability of spokespersons (by education level)
Percentage very believable

A couple of examples may help to illustrate these points. While less than one-third of those with an annual household income of less than $30,000 (28 percent) and those with less than a high school education (28 percent) say that DFO scientists are very believable, this proportion increases to over two-fifths for those with an income of $80,000 or more (46 percent) and those with at least some university education (43 percent). On the other hand, while one-third of those with an annual household income of less than $30,000 (31 percent) and those with less than a high school education (34 percent) say that environmental and conservation groups are very believable, this proportion decreases to one in five for those with an income of $80,000 or more (18 percent) and those with at least some university education (22 percent).

While the differences are not always large for each of the eight spokespeople and groups tested, opinion leaders are more likely than non-opinion leaders to suggest that each spokesperson is at least somewhat believable. This difference is most noticeable for sealing industry spokespeople. Seven out of ten (69 percent) opinion leaders say that sealing industry spokespeople are somewhat (61 percent) or very believable (8 percent), in comparison with two-fifths (58 percent) of non-opinion leaders who say these representatives are somewhat (52 percent) or very believable (6 percent).

Atlantic Canadians and Quebecers tend to put the most trust in the various spokespeople and groups tested, while Western Canadians are less trusting. For four out of the eight spokespeople (provincial minister, scientists in general, fishermen and sealing industry spokespeople), the highest proportions of those who feel that these spokespeople are at least somewhat believable are found among Atlantic Canadians. For three other spokespeople (federal fisheries minister, animal rights groups, and environmental and conservation groups) the highest proportions of those who feel that these spokespeople are at least somewhat believable are found among Quebecers. Conversely, for five out of the eight spokespeople, the lowest proportions of those who feel these spokespeople are at least somewhat believable are found among Western Canadians.

It is interesting to note that strong initial and post-simulated debate supporters of the seal hunt are more likely than others to see the federal fisheries minister (15 percent each), sealing industry spokespeople (15 percent each), their provincial minister responsible for fisheries (22 percent and 17 percent, respectively), DFO Scientists (40 percent and 38 percent, respectively), and fishermen (44 percent and 43 percent, respectively) as being very believable. On the other hand, those who strongly oppose the seal hunt both initially and after the post-simulated debate are more likely to contend that environmental /conservation groups (40 percent and 39 percent, respectively) and animal rights groups (32 percent and 35 percent, respectively) are very believable. Therefore, it appears that groups who promote anti-sealing messages have a lot of credibility among those Canadians who are most strongly against the seal hunt, while strong supporters of the hunt see those organizations who would be more likely to promote the hunt as having more credibility. A similar pattern can be found among strong supporters of and those strongly opposed to the current federal seal hunting policy.

Not surprisingly, Canadians' level of satisfaction with the federal government's handling of seal hunting issues affects their opinion of the believability of both DFO scientists and the federal fisheries minister. One-half (49 percent) of Canadians who are very satisfied with the federal government's handling of this issue suggest that DFO scientists are very believable. Conversely, only one-quarter (27 percent) of those Canadians who are very dissatisfied with the federal government say that DFO scientists are very believable. This discrepancy is even more pronounced for the federal fisheries minister. One-third (31 percent) of those very satisfied with the government's performance feel that the minister is a very believable spokesperson, in comparison with only five percent of those who are very dissatisfied. However, somewhat surprisingly, it appears that Canadians' level of satisfaction with the federal government's handling of seal hunting issues also affects their believability of fishermen, scientists in general and provincial ministers in much the same way.

As we saw with those who are strongly against the seal hunt, Canadians who believe that the seal population is decreasing are also more likely to contend that animal rights groups (27 percent) and environmental and conservation groups (38 percent) are very believable spokespeople.

When we examine the results of the believability questions by our attitudinal segmentation, we find that those Canadians who are in the Anti-Hunt group assign higher levels of credibility to animal rights groups (74 percent believable) and environmental and conservation groups (85 percent). These staunch detractors of the hunt likely react positively to the anti-hunting messages that are traditionally conveyed by these organizations. Conversely, this may be why members of the Anti-Hunt group feel that those who tend to be neutral or positively disposed toward the seal hunt, such as the federal fisheries minister, the provincial minister responsible for fisheries, DFO scientists, scientists in general, fishermen and sealing industry spokespeople, are relatively less believable.

Not surprisingly, the Pro-Hunt segment of the Canadian population reacts quite differently from their counterparts in the Anti-Hunt group. The Pro-Hunt group assigns a lower credibility score to environmental and conservation groups (72 percent believable) and an even lower score to animal rights groups (45 percent). In fact, this segment of the Canadian population is by far the most likely to suggest that animal rights groups are not at all believable (21 percent). These supporters of the seal hunt likely find less credibility in animals rights groups because they react negatively to the anti-hunting messages these groups put out because these supporters, unlike animal rights groups, are much more likely to believe that the hunt is conducted in a humane fashion. Therefore, when animal rights groups put forward messages that the hunt is cruel, it detracts from their credibility as far as these supporters of the hunt are concerned.

The assessment of the believability of the various spokespeople by Anti-Hunt Persuadables is quite consistent with the Canadian average except they assign somewhat higher levels of believability to animal rights groups (69 percent), but somewhat lower levels of believability for environmental and conservation groups (76 percent).

Q.44
In considering the issue of seal hunting, for each of the following, how would you rate the believability of … animal rights groups?

Q.39-46
In considering the issue of seal hunting, for each of the following, how would you rate the believability of …?

(Q.23-27, 1992: There were slight wording changes for two of these items. In 1992, the question was worded Fisheries scientists, in 2000 it was worded Department of Fisheries and Oceans scientists. In 1992, the question was worded Environmental groups, in 2000 it was worded Environmental and Conservation groups. )

The Sustainability & Economic Opportunity segment within the Canadian population tends to assign somewhat higher levels of believability than average for each of the eight spokespeople and groups tested in this study. However, this more positive evaluation is most noticeable for the federal fisheries minister (66 percent believable) and the provincial minister responsible for fisheries (63 percent believable). Members of this group likely give higher levels of believability for these two spokespeople because the ministers are probably the most likely to emphasize the sustainability and economic benefits of the seal hunt _ two messages that this group reacts very positively towards.

In our list of eight spokespeople for which we sought Canadians' assessments of their believability, we included five spokespeople who had been examined in a 1992 study on the seal hunt. This allowed us to examine if, and how, Canadians' attitudes and opinions of the believability of the various spokespeople and groups might have changed over time. There have been some significant changes in Canadians' assessments of the believability of various spokespeople and groups over the last eight years.

Overall, Canadians now appear to be somewhat more trusting of these spokespeople and groups. The most significant changes in opinion can be found for fishermen (up 6 percentage points from 67 percent in 1992) and environmental and conservation groups (up 3 percentage points from 77 percent in 1992). The believability of DFO scientists and the federal fisheries minister is relatively unchanged (up 1 percentage point each) since 1992. Meanwhile, animal rights groups are the only group that experienced a decline in their believability since 1992 (down 2 percentage points).

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14. Media Recall and Sources of Information

In this section of the report, we examine the recall of recent media mentions regarding the seal hunt, the content of these mentions and the self-rated sources that provide Canadians with information on sealing issues.

Recall of recent information about the seal hunt

Survey respondents were asked if they recall hearing, reading or seeing any recent information about the Canadian seal hunt. Three-quarters of respondents (76 percent) do not recall any recent news on the seal hunt in any media, while one-quarter (23 percent) do recall recent information about the Canadian seal hunt.

Recall of information about the seal hunt is relatively consistent across the various demographic sub-samples with the following notable exceptions. Atlantic Canadians (33 percent), unskilled workers (29 percent) and Canadians between 45 and 54 years of age (27 percent) have higher levels of recall than other Canadians; those between 18 and 24 years of age (83 percent), high school graduates (83 percent), technicians and semi-professionals (82 percent) and residents of Saskatchewan (84 percent)5 are more likely not to recall any recent information.

Overall, French-speaking Canadians have higher levels of recall of recent information about the Canadian seal hunt than do English-speaking Canadians. One-third (30 percent) of French-speaking Canadians recall such information, in comparison with slightly more than one in five (22 percent) English-speaking Canadians.

It appears that Canadians' recall of information about the seal hunt is affected by the extent of their general interest and involvement in public affairs and their sense of their political efficacy. Opinion leaders, who generally have a higher level of interest and involvement in public affairs and a greater sense of political efficacy than other Canadians, tend to have a higher recall of recent information about the Canadian seal hunt. While one-third (34 percent) of opinion leaders recall such information, this proportion declines to slightly more than one in five (22 percent) for non-opinion leaders (i.e. those with lower interest and involvement in public affairs and a lower sense of political efficacy).

Q.13
Do you recall hearing, reading or seeing any recent information about the Canadian seal hunt?

As one might expect, those Canadians who are generally more familiar with the issues surrounding Canada's seal hunt also tend to be more likely to recall information about the hunt. For example, two-fifths (37 percent) of those somewhat familiar with these issues recall recent information about the hunt, in comparison with one-quarter (26 percent) of those not very familiar and one in ten (9 percent) of Canadians not at all familiar with the issues surrounding Canada's seal hunt.6

As initial support for the seal hunt decreases, so too do Canadians' recall levels. While one-third (30 percent) of Canadians who strongly support the seal hunt and one-quarter (26 percent) of those who somewhat support the seal hunt recall recent information about the Canadian seal hunt, this proportion declines to one in five of those who somewhat oppose (22 percent) or strongly oppose (20 percent) the hunt. On the other hand, it is interesting to note that Canadians who strongly oppose the government's current seal hunting policy are more likely (31 percent) than supporters and other detractors of the policy to have recalled information about the seal hunt.

It appears that there may be a relationship between Canadians' perceptions of the seal population and seal hunt quotas and their ability to recall any recent information about the hunt. Overall, those who believe that seal populations and quotas are increasing are much more likely than their counterparts who believe that Canada's seal population and quotas are decreasing to recall information about the Canadian seal hunt. For example, one-third (31 percent) of Canadians who suggest that Canada's seal population is increasing and two-fifths (40 percent) of those who think it is at an all time high recall information about the seal hunt, in comparison with one in five (22 percent) of those Canadians who believe the seal hunt population is decreasing. Similarly, Canadians who think Canadian seal hunt quotas are increasing are more likely than those who feel they are decreasing to recall information about the hunt (34 percent vs. 24 percent).

Type of information recalled about the seal hunt

Of the one-quarter of respondents who do recall something, the majority of media coverage that they recall reflects negative images of the seal hunt and the pervasiveness of the image of seals being clubbed. One-quarter of respondents (26 percent) recall media mentions depicting the clubbing of baby seals and 17 percent remember seal hunt protests. Nine percent mention over-hunting of seals or a discussion of seals as an endangered species or at risk of extinction. This is juxtaposed by five percent of respondents who recall media reports that the current seal population is too high. Another eight percent recollect a general problem or unspecified controversy about the hunt.

One in five people (19 percent) who recall recent media reporting on the hunt describe the information in neutral tones and another three percent recall positive messages about it. Seven percent of respondents recall information on quotas. Another five percent mention melted ice floes while the remaining responses are mentioned by three percent or fewer of respondents.

While men are more likely to recall information such as protests about the seal hunt (24 percent), women are more likely to mention seal overpopulation (10 percent).

Keeping in mind the low sample sizes in the various age groups, we find the following interesting differences. Canadians between 18 and 24 years of age are more likely to cite stories covering protests over the seal hunt (26 percent) or non-specific items seen on TV, video or the CBC (12 percent) as their response to this question. Those between 25 and 34 years of age are more likely to cite neutral stories about killing/clubbing baby seals (26 percent) and seal overpopulation (10 percent). Those between 45 and 54 years of age are also more likely to mention seal overpopulation (10 percent). Canadians between 35 and 44 years of age seem to have been greatly affected by stories of over-hunting of seals or their risk of extinction (23 percent). Older Canadians (those 55 years of age or older) are most likely to cite media mentions about negative stories surrounding the killing or clubbing of baby seals (41 percent).

English-speaking Canadians are five times as likely as are French-speaking Canadians to recall general stories that discussed some problem or controversy with the hunt (10 percent vs. 2 percent).

Content recalled about the Canadian seal hunt media mentions

Q.14
What do you recall hearing, reading or seeing?
Subsample: Those who recalled information about the Canadian seal hunt (N=247)

Opinions vary considerably across the various income levels. For example, Canadians with household incomes of less than $30,000 and those with incomes between $30,000 and $50,000 are much more likely (31 percent and 28 percent, respectively) than those with incomes between $50,000 and $80,000 and those with $80,000 or more (16 percent and 20 percent, respectively) to recall negative stories discussing the killing or clubbing of baby seals. On the other hand, those with incomes between $30,000 and $50,000 and those between $50,000 and $80,000 (24 percent and 27 percent, respectively) are more likely than the least and most affluent Canadians (10 percent and 11 percent, respectively) to recall neutral stories about the killing or clubbing of baby seals.

In addition, Canadians with incomes of less than $30,000 and those with incomes between $50,000 and $80,000 are more likely (12 percent and 15 percent, respectively) than those with incomes of between $30,000 and $50,000 and those with incomes of $80,000 or more (3 percent and 7 percent, respectively) to cite information about the over-hunting or risk of extinction of the seal population.

Canadians with incomes between $30,000 and $50,000 are more likely to recall having heard, read or seen information about protests about the seal hunt (22 percent). The most affluent Canadians (those with annual household incomes of $80,000 or more) are more likely to remember stories discussing problems or controversy in general terms (13 percent) and seal overpopulation (12 percent).

As far as the other demographic subsamples are concerned, the following interesting results emerge: Unskilled workers (43 percent), those with a high school education (42 percent), Canadians with less than a high school education (37 percent) and residents of communities with less than 5,000 people (35 percent) are more likely to recall negative stories about killing or clubbing baby seals. Residents of British Information recalled about the Canadian seal hunt (by income) Columbia (32 percent) more frequently cite neutral stories on this topic.

Q.14
What do you recall hearing, reading or seeing?
Subsample: Those who recalled information about the Canadian seal hunt (N=247)

While one in five Canadians with less than a high school education (22 percent) or community college level education (22 percent) mention stories about protests about the seal hunt, not one of the 27 survey respondents with high school education mention this type of information.

Opinion leaders are more likely than non-opinion leaders to recall neutral stories about the actual seal hunt (28 percent vs. 17 percent) and protests about the hunt (38 percent vs. 12 percent).

Canadians who are somewhat familiar with the issues surrounding the seal hunt are much more likely than those not at all familiar with the hunt to recall having heard, read or seen information about seals depleting fish stocks (12 percent vs. 2 percent).

Sources of information

When it comes to fisheries issues, including the seal hunt, Canadians rely mainly on television (80 percent all mentions, 50 percent primary source) and newspaper coverage (65 percent all mentions, 25 percent primary source) as their source of information.7 Canadians also rely on radio (27 percent all mentions, 6 percent primary source) and magazine reports (21 percent all mentions, 5 percent primary source) to provide them with information on fisheries and sealing issues. However, they use these sources to a significantly lesser extent than television and newspaper media coverage. Other sources of information on the fisheries and seal hunt are: friends, family and colleagues (12 percent all mentions, 3 percent primary source) and the Internet (6 percent all mentions, 1 percent primary source). Additional sources of information receive two percent or fewer mentions.

Overall, Canadians from all age groups overwhelmingly mention television as a source of information about fisheries issues, including the seal hunt. How-ever, it is interesting to note that those between 18 and 24 years of age (54 percent) and those between 25 and 34 years of age (55 percent) are more likely to identify television as their primary source of information for this issue. Not only are Canadians between 18 and 24 years of age more likely to mention the Internet and books or school as a source of information, but they are also more likely identify them as their primary source of information (Internet _ 15 percent all mentions, 6 percent primary source; school/books _ 7 percent all mentions, 4 percent primary source).

Q.38
When it comes to fisheries issues, including the seal hunt, what is your primary source of information? What is your second source? What is your third source?

While Canadians between 45 and 54 years are more likely to mention newspapers as a source of information about fisheries issues (71 percent), those 55 years of age or older are more likely to cite them as their primary source of information (36 percent). Meanwhile, Canadians between 35 and 44 years of age are more likely to not only mention radio as a source of information (36 percent), but they are also more likely to identify it as their primary source of information (11 percent).

Overall, English-speaking Canadians are more likely than French-speaking Canadians to cite newspapers (68 percent vs. 54 percent) and radio (29 percent vs. 20 percent) as a source of information. Furthermore, while English-speaking Canadians (27 percent) are more likely than French-speaking Canadians (19 percent) to identify newspapers as their primary source of information, French-speaking Canadians (60 percent) are more likely than English-speaking Canadians (47 percent) to make this same identification for television.

It appears that Canadians' income levels affect what sources of information they rely upon. In general, as income levels increase so too does the frequency of newspapers, radio and magazines being mentioned as a source of information. This trend is most noticeable for newspapers. While one-half of those with an annual household income of less than $30,000 (52 percent) mention newspapers as a source of information, this proportion increases to two-thirds for those with annual household incomes between $30,000 and $50,000 (65 percent), seven out of ten for those with incomes of between $50,000 and $80,000 (72 percent) and to a high of eight out of ten for those with incomes of $80,000 or more (79 percent). In addition, these Canadians are also more likely to classify newspapers as their primary source of information (35 percent).

The pattern we discussed above for income level and certain sources of information also holds true when we examine the relationship between education level and the frequency of mentioning newspapers, radio or magazine as a source of information on fisheries issues. In this case, as Canadians' education level increases so too does the frequency of newspapers, radio and magazines being mentioned as a source of information.

Selected sources of information on fisheries issues (by income)
All mentions

Q.38
When it comes to fisheries issues, including the seal hunt, what is your primary source of information? What is your second source? What is your third source?

Selected sources of information on fisheries issues (by education)
All mentions

When we examine the distribution of responses about information sources by occupational group, we notice that office, sales and service workers (72 percent) and professionals and administrators or owners of large businesses (71 percent) are more likely to cite newspapers as a source of information. Meanwhile, technicians and semi-professionals (39 percent) are more likely to mention radio as a source of information and television (61 percent) as their primary source.

While there are very few differences overall between opinion leaders' and non-opinion leaders' sources of information, there are a couple of notable differences when it comes to their primary source of information on fisheries issues, including the seal hunt. Non-opinion leaders (51 percent) are more likely than opinion leaders (43 percent) to identify television as their primary source of information, while opinion leaders are almost twice as likely as non-opinion leaders to cite radio as their primary source of information in this area (9 percent vs. 5 percent).

Quebecers (59 percent) and residents of communities with between 5,000 and 100,000 inhabitants (56 percent) are more likely to identify television as their primary source of information on fisheries issues. On the other hand, Torontonians (34 percent), British Columbians (31 percent), especially residents of Vancouver (35 percent), and residents of communities with one million or more inhabitants (30 percent) are more likely to cite newspapers as their primary source of information. Atlantic Canadians (9 percent) rely more heavily on friends, family and colleagues than do Canadians on average.

When we look at all the mentions of sources of information we once again see the reliance of residents of British Columbia (73 percent), and especially Vancouver (77 percent), on newspapers and Atlantic Canadians' reliance on their network of friends, family and colleagues (28 percent). We also find that Albertans (38 percent) rely more heavily on radio (38 percent), Montrealers more heavily on magazines (27 percent) and billboards (5 percent), and British Columbians (18 percent) and residents of communities with between 5,000 and 100,000 inhabitants (18 percent) on friends, family and colleagues for their information in this area.

There appears to be a relationship between Canadians' level of familiarity with issues surrounding the seal hunt and their tendency to rely on television as their primary source of information about fisheries issues, including the seal hunt. As this level of familiarity decreases the frequency of citing television as a primary source of information increases. For example, while one-quarter (27 percent) of those very familiar with seal hunt issues cite television as their primary information source, this proportion increases to two-fifths (44 percent) for those somewhat familiar, one-half (50 percent) for those not very familiar and to nearly three-fifths (56 percent) for those not at all familiar with issues surrounding the seal hunt.

However, when we look at all mentions of information sources, those Canadians not very familiar with seal hunt issues (85 percent) are more likely to mention television as a source of information. These Canadians also have a higher overall reliance on newspapers (72 percent) than Canadians with other levels of familiarity with seal hunt issues. Meanwhile, while those Canadians who are somewhat familiar with these issues are more likely than other Canadians to rely on newspapers (31 percent) as their primary source of information, overall, they have a greater tendency to mention magazines (27 percent) as a source of information.

It is interesting to note that both strong initial and post-simulated debate supporters are much more likely (27 percent and 25 percent, respectively) than strong initial and post-simulated debate opponents of the seal hunt (7 percent and 9 percent, respectively) to mention their network of friends, family and colleagues as an information source for fisheries issues, including the seal hunt. Furthermore, it is worth noting that the Pro-Hunt segment of the Canadian population (i.e. those who support the hunt because they believe it is conducted in a humane fashion) are much more likely than the other segments we examined to cite radio as source of information (34 percent).

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15. Methodology

The results of this survey are based on questions asked to 1,021 respondents within the ten provinces of Canada. The survey was conducted by telephone from March 13 to 21, 2000.

Sample Selection

The sampling method was designed to complete approximately 1,000 interviews within households randomly selected across Canada. A disproportionate sample was used to ensure each province was polled within tolerable margins of error. At the provincial level, each province was stratified in proportion to the populations of six community size groups within the region.

Environics uses a modified Waksburg Mitofsky sample selection technique. Telephone numbers are selected from the most recently published telephone directories. These numbers act as "seeds" from which the sample is actually generated. The original "seed" telephone number is not used in the sample. The Waksburg Mitofsky sample selection technique ensures both unlisted numbers and numbers listed after the directory publication are included in the sample.

From within each household contacted, respondents 18 years of age and older were screened for random selection using the "Most recent birthday" method. The use of this technique produces results that are as valid and effective as enumerating all persons within a household and selecting one randomly.

Telephone Interviewing

Field supervisors were present at all times to ensure accurate interviewing and recording of responses. Ten percent of each interviewer's work was unobtrusively monitored for quality control in accordance with the standards set out by the Canadian Association of Marketing Research Organizations.

A minimum of five calls was made to a household before classifying it as a "no answer."

Completion Results

A total of 1,021 interviews were completed. The following table presents the detailed completion results.

The effective response rate for the survey is 16 percent: the number of completed interviews (1,021) divided by the total sample (11,508) subtracting the non-valid/non-residential numbers, the numbers not in service and the numbers that presented a language barrier (4,926).

The actual completion rate is 33 percent.

The margin of error for a sample of 1,021 is ± 3.1 percentage points, 19 times in 20. The margins are wider for demographic subsamples.

The following table presents the detailed completion results for this survey of 1,021 interviews.

Completion Results Table

1 All respondents were asked this question and multiple responses were accepted.

2 This result should be interpreted with care given the low number of survey respondents in these two provinces (39 and 35, respectively).

3 For a discussion of the various attitudinal clusters, please refer to the section Attitudinal Segments.

4 It should be noted that, despite their predisposition to support the hunt, a small fraction within this group (six percent in the post-argument test support question) strongly oppose the seal hunt.

5 Please keep in mind the low number of respondents from this province _ 35.

6 Three-fifths of those who are very familiar with the seal hunt (62 percent) said that they remembered media stories concerning      the hunt. However, with a cell size totaling 35 people, these results should be treated as indicative rather than statistically significant.

7 All respondents were asked this question and multiple responses were accepted.

Canadian Attitudes Toward the Seal Hunt - DFO Questionnaire

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Last updated : 2005-03-18

Important Notices