February 19, 2007

Born again Christians differ from other people regarding their religious beliefs, but their awareness of cultural icons and their feelings about most celebrities are indistinguishable from those of the population at-large. These are among the findings from new survey data released by The Barna Group regarding celebrity awareness and likeability.

The study also shows that in comparison to leaders from the fields of entertainment, politics and business, religious leaders labor in relative obscurity. Based on public opinion related to 34 public figures from those four fields, Billy Graham emerged as the best known of the 11 religious leaders evaluated, but the octogenarian evangelist was less widely recognized than the top-rated leader from each of the other three fields of activity.

Overall, the public figures generating the highest favorability scores were Denzel Washington (85%), Oprah Winfrey (83%), Bill Gates (80%), Tim McGraw (72%), Faith Hill (71%), Mel Gibson (69%), Jimmy Carter (68%), George Clooney (67%), Bill Clinton (64%) and Billy Graham (64%).

The highest level of negative opinion expressed related to Paris Hilton (63%), Britney Spears (54%), George W. Bush (50%), Rosie O’Donnell (47%), Donald Trump (42%) and Bill Clinton (31%)

Graham Tops Religious Leaders

Among the 11 religious leaders evaluated by adults, about eight out of every ten adults was aware of Mr. Graham, making him and Pat Robertson the only religious figures that were known to at least half of the population. With 64% holding a favorable impression of the world-renowned preacher, Mr. Graham was the sole religious leader who had made a positive impression on a majority of Americans. In total, 64% had a favorable impression of Mr. Graham, and 15% had a negative impression. The only other religious leader even known among a majority - Pat Robertson - had a more mixed public image, leaving a positive impression on 33% and a negative imprint on 25%.

The biggest story among the other nine religious figures tested is that so few people knew who they are. Some of the highest-profile leaders in the Christian community are virtually unknown to the population at-large, including Charles Colson (unknown to 85%), Rick Warren (unknown to 83%), Bill Hybels (unknown to 96%), and Andy Stanley (unknown to 95%).

However, in comparing the ratio of positive to negative impressions assigned to each of the people evaluated, Americans hold religious leaders in relatively high regard. On average, three out of every four adults (74%) has a positive impression of the spiritual leaders whom they are aware of. That’s on par with the favorability ratio related to entertainers (74%) and businessmen (71%) and superior to the ratings given to the political leaders tested (64%).

Born Again Adults Little Different

When examining the perceptions of born again adults, there was surprisingly little difference between their impressions of the leaders tested and the impressions of adults who are not born again.

Across the broad categories of leaders, born again adults had identical awareness scores and favorability ratios pertaining to entertainers (averages of 49% favorable, 17% unfavorable, and 34% unaware for the category), and statistically equivalent scores for the politicians and business men evaluated. The only category to reflect differences in opinion was that of religious leaders. Born again adults had slightly greater awareness and slightly more positive opinions of the eleven religious leaders examined than did non-born again adults (32% favorable, 6% unfavorable, and 63% unaware compared to 20% favorable, 7% unfavorable, and 73% unaware, respectively). The most startling of those outcomes is the fact that an average of two out of three born again adults is not familiar with the religious leaders tested. In fact, the only religious leader to receive a favorability rating from at least half of all born again Christians was Mr. Graham (80% positive, 7% negative, 13% unaware). Pat Robertson was the only religious leader to receive a double-digit negative score from born again adults (49% positive, 21% negative), although his positive-to-negative ratio was better than two-to-one.

Other Surprises

Some of the data conflict with expectations or lead to generalizations.

• Bono, lead singer of the Irish rock band U2, and a prominent spokesman on behalf of the poor, is unknown to half of all Americans. His favorability ratio among those who know him, though, is a very strong 4:1 (40% positive, 10% negative).

   

• Jimmy Carter, the president who was voted out of office after one term and left with an overwhelmingly negative public image, has turned that image around in the quarter century since leaving the White House. Today he has a very strong 4.5:1 positive-to-negative ratio - easily the best among the quartet of political figures tested.

   

• Patricia Heaton, winner of multiple Emmy and other awards for her role in the popular TV series Everybody Loves Raymond, is an unknown commodity among three out of four Americans. Those who know her, like her (24% positive, 3% negative).

   

• Although techies often revile him in public as the leader of an evil empire, Microsoft founder Bill Gates possesses one of the rare people who is both well-known and well-liked. With 88% awareness, and 80% favorability, his positive-to-negative ratio is an astounding 10:1.

   

• Franklin Graham, successor to his father in the family’s evangelism ministry, is widely unknown, even among born again Christians. Three-quarters of all adults (76%) and a majority of born agains (62%) are unaware of the elder Graham’s son.

   

• The youngest adults have a very different view of public personalities. Adults in the 18 to 39 age bracket had substantially more negative opinions of George W. Bush, Bill Clinton, Chuck Colson and Billy Graham than did those 40 and older. They also had significantly more positive impressions of Bono, Rosie O’Donnell and Donald Trump than did their elders.

   

• Men and women often have significantly different views of public figures. For instance, women have much more positive views of Bono, Jimmy Carter, Bill Clinton, Patricia Heaton, Rosie O’Donnell, Joel Osteen, Nancy Pelosi, and Oprah Winfrey. They have much less favorable views than men do of George W. Bush, Paris Hilton, Britney Spears and Donald Trump.

  For more information on how Americans view public figures, click here to read "Major Christian Leaders Are Widely Unknown, Even Among Christians."

  How Not To Become Famous

  The survey also indicated that perhaps the most dangerous means to public awareness is through moral compromise.

  Only four individuals in the survey had a higher negative than positive score and one had equal scores. These included Paris Hilton (15% positive, 63% negative) and Britney Spears (34% positive, 54% negative), whose inappropriate sexual exploits have filled the tabloids and Internet; Rosie O’Donnell (42% positive, 47% negative), who is an outspoken proponent of homosexuality and has made a variety of controversial statements in the past year; and George W. Bush (47% positive, 50% negative), who is waging an unpopular war in the Middle East. Donald Trump, whose 42% negative rating is the fifth highest, is associated with unrestrained greed and opulence.

  Be Careful What You Ask For

  Americans are tough taskmasters, according to George Barna, who directed the research. "Recent studies have indicated that one of the most common goals among young Americans is to become famous. The wild popularity of reality TV shows and blogging are outgrowths of that urge. But let the buyer beware: fame is both a tough nut to crack, and an even tougher condition to master. After decades of public prominence, James Dobson is unknown to two out of three Americans. Although she has filled a trophy case with awards and graced the cover of numerous magazines and news reports, Patricia Heaton’s name is a mystery to three out of four adults. Rick Warren has sold more books than any other non-fiction title besides the Bible, but four out of five Americans have no idea who he is. Getting on top - and maintaining a positive image once you’re there - is incredibly difficult in a fickle culture like ours. Just ask Billy Graham. For some reason, one out of every five people who are aware of him have a negative impression of the leader."

  Barna also pointed out that born again adults seem capable of compartmentalizing their faith. "The perceptions that born again adults have of public figures is nearly identical to that of people who are not born again. That suggests that their faith in Christ has little influence upon their decision-making, which explains why surveys find few distinctives in their lifestyle and values. Not only are most born again adults surprisingly oblivious to national religious leaders, but they apparently have the same perceptual filter as people who have not turned to Jesus Christ. If nothing else, this suggests that most born again adults are a work in progress, and that there is a lot of growth yet to experience in the renewing of their minds."

  Awareness and Favorability of Public Figures
  
  Sample Size: 1003

  PUBLIC FIGURE	All Adults Favorable	All Adults Unfavorable	Born Again Favorable	Born Again Unfavorable
  Ashcroft, John	36%	23%	46%	13%
  Bono	40	10	36	10
  Bush, George W.	47	50	56	41
  Butler, Gerald	3	2	5	3
  Carter, Jimmy	68	15	69	19
  Clinton, Bill	64	31	58	39
  Clooney, George	67	13	64	17
  Cole, Natalie	61	5	59	3
  Colson, Chuck	9	6	18	6
  Couric, Katie	57	16	59	18
  Dobson, James	27	7	46	5
  Gates, Bill	80	8	78	9
  Gibson, Mel	69	21	76	16
  Graham, Billy	64	15	80	7
  Graham, Franklin	21	3	36	2
  Grisham, John	40	3	44	3
  Heaton, Patricia	24	3	23	4
  Hill, Faith	71	6	77	3
  Hilton, Paris	15	63	14	64
  Hybels, Bill	3	1	4	1
  Jakes, T.D.	21	4	33	4
  LaHaye, Tim	14	5	23	6
  McGraw, Tim	72	6	73	5
  O’Donnell, Rosie	42	47	34	56
  Osteen, Joel	17	5	26	7
  Pelosi, Nancy	32	17	26	21
  Rice, Anne	27	6	24	6
  Robertson, Pat	33	25	49	21
  Spears, Britney	34	54	33	56
  Stanley, Andy	3	2	4	2
  Trump, Donald	43	42	47	41
  Warren, Rick	12	5	20	6
  Washington, Denzel	85	2	84	2
  Winfrey, Oprah	83	9	85	9

  Source: The Barna Group, Ltd. 2007
  
  

  Research Details

  The data in this report are from two national surveys conducted by The Barna Group, each with random samples of adults, age 18 and older, conducted in October 2006 and January 2007. In total, 1003 adults were interviewed in each study. The maximum margin of sampling error associated with each sample is ±3.2 percentage points at the 95% confidence level. Statistical weighting was used to calibrate the sample to known population percentages in relation to demographic variables.

  "Born again Christians" are defined as people who said they have made a personal commitment to Jesus Christ that is still important in their life today and who also indicated they believe that when they die they will go to Heaven because they had confessed their sins and had accepted Jesus Christ as their savior. Respondents are not asked to describe themselves as "born again."

  The Barna Group, Ltd. (which includes its research division, The Barna Research Group) conducts primary research, produces media resources pertaining to spiritual development, and facilitates the healthy spiritual growth of leaders, children, families and Christian ministries. Located in Ventura, California, Barna has been conducting and analyzing primary research to understand cultural trends related to values, beliefs, attitudes and behaviors since 1984. If you would like to receive free e-mail notification of the release of each new, bi-monthly update on the latest research findings from The Barna Group, you may subscribe to this free service at the Barna website www.barna.org.
  
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