Franklin Institute Study | IV Report on the Image of the United States in Spain

The Franklin Institute, part of the University of Alcalá, has published a study on the image and perception of the United States in Spain, conducted by GAD3. The institute’s annual report aims to analyse the evolution of Spanish perceptions, assessing factors such as opinions on President Donald Trump, his administration, and the relationship between the United States and Spain.

When respondents were asked what image they have of the United States, young people between the ages of 18 and 29 were the group with the most favourable opinion of the United States. Almost half (49%) have a positive perception of the country, compared to 17% who consider it negative and 39% who maintain a neutral view. In addition, those who have travelled to the US tend to rate it more highly: their average score rises from 5 to 6 points out of 10, giving an overall rating of 5.3.

• The image of the United States deteriorates among Spaniards

64% of Spaniards believe that their image of the United States has worsened in the last five years. Of these, 40% say it has worsened ‘a lot’ and 24% say ‘a little’. Only 14% have noticed an improvement since 2020.

Among those who believe that the image of the United States has worsened, three factors stand out:

• • 62% due to its immigration policy
  • 58% due to its foreign trade policy
  • 51% due to its position in the conflict between Israel and Palestine
  • 45% due to its role in the war between Russia and Ukraine

However, among the 14% of Spaniards who say they have a better image of the US, the main reasons are:

• • 45% economic policy
  • 30% the functioning of its institutions
  • 27% its position on the war in Ukraine
  • 26% its foreign trade policy

• ‘Trump’ is the word most associated with the United States

When asked what word they associate with the United States, 21% of Spaniards respond directly: ‘Trump’. In second place are terms such as ‘capitalism’ (8%), “freedom” (5%) and ‘power’ (5%). In the open-ended responses, 8% of the comments express a positive perception, with terms such as ‘greatness’ or ‘power’; while 5.7% reflect a negative view, using words such as “chaos” or ‘madness’.

• Hispanic culture, undervalued in the United States

Six out of ten Spaniards (little or not at all) believe that Hispanic culture is not respected or valued in the United States. In contrast, 36% believe that it does receive recognition within the country (a lot or quite a lot).

• Television and radio shape the image of the United States

51% of Spaniards form their opinion of the United States through television and radio, especially among older generations. Other relevant media are the written press, social media, and films or series (30%). In addition, popular culture, cinema, music, and literature influence the perception of the country for 37% of those surveyed, followed by American brands (24%).

Among those who get their information mainly from television and radio, 71% say that their image of the United States has worsened since 2020. In contrast, 40% of users who get their information from influencers or content creators, mainly young people, believe that their perception of the country has improved in recent years.