Noelle-Neumann E
Zentralbl Bakteriol Orig B. 1976;163(1-4):254-67.
In 1964 the Institut für Demoskopie Allensbach made a first survey taking stock of norms concerning cleanliness in the Federal Republic of Germany. At that time, 78% of respondents thought that the vogue among young people of cultivating an unkempt look was past or on the wane (Table 1.). Today we know that this fashion was an indicator of more serious desires for change in many different areas like politics, sexual morality, education and that its high point was still to come. In the fall of 1975 a second survey, modelled on the one of 1964, was conducted. Again, it concentrated on norms, not on behavior. As expected, norms have changed over this period but not in a one-directional or simple manner. In general, people are much more large-minded about children's looks: neat, clean school-dress, properly combed hair, clean shoes, all this and also holding their things in order has become less important in 1975 (Table 2). To carry a clean handkerchief is becoming oldfashioned (Table 3). On the other hand, principles of bringing-up children have not loosened concerning personal hygiene - brushing ones teeth, washing hands, feet, and neck, clean fingernails (Table 4). On one item related to protection of the environment, namely throwing around waste paper, standards have even become more strict (Table 5). With regard to school-leavers, norms of personal hygiene have generally become more strict (Table 6). As living standards have gone up and the number of full bathrooms has risen from 42% to 75% of households, norms of personal hygiene have also increased: one warm bath a week seemed enough to 56% of adults in 1964, but to only 32% in 1975 (Table 7). Also standards for changing underwear have changed a lot: in 1964 only 12% of respondents said "every day", in 1975 48% said so (Table 8). Even more stringent norms are applied to young women (Tables 9/10). For comparison: 1964 there were automatic washing machines in 16%, 1975 in 79% of households. Answers to questions which qualities men value especially in women and which qualities women value especially in men show a decrease in valutation of "cleanliness". These results can be interpreted in different ways (Tables 11/12). It seems, however, that "cleanliness" is not going out as a cultural value. We have found that young people today do not consider clean dress important but that they are probably better washed under their purposely neglected clothing than young people were ten years ago. As a nation, Germans still consider cleanliness to be a articularly German virtue, 1975 even more so than 1964 (Table 13). An association test, first made in March 1976, confirms this: When they hear "Germany", 68% of Germans think of "cleanliness" (Table 14).
1964年，阿伦斯巴赫民意调查研究所首次开展了一项调查，以评估德意志联邦共和国有关清洁的规范。当时，78%的受访者认为年轻人中不修边幅的流行趋势已经过去或正在减弱（表1）。如今我们知道，这种时尚是对政治、性道德、教育等许多不同领域更深刻变革渴望的一种体现，而且其高潮仍未到来。1975年秋，开展了一项仿照1964年调查的第二次调查。同样，它关注的是规范，而非行为。不出所料，在此期间规范发生了变化，但并非单向或简单的变化。总体而言，人们对孩子的外表更加宽容：整洁干净的校服、梳理整齐的头发、干净的鞋子，所有这些以及整理好自己的物品在1975年已变得不那么重要（表2）。携带干净手帕正变得过时（表3）。另一方面，在个人卫生方面的育儿原则并未放松——刷牙、洗手、洗脚和脖子、指甲干净（表4）。在与环境保护相关的一项内容，即乱扔废纸方面，标准甚至变得更加严格（表5）。对于离校学生，个人卫生规范总体上变得更加严格（表6）。随着生活水平的提高，配备完整浴室的家庭比例从42%升至75%，个人卫生规范也有所增加：1964年，56%的成年人认为每周洗一次热水澡就足够了，但在1975年只有32%的人这样认为（表7）。更换内衣的标准也有很大变化：1964年只有12%的受访者表示“每天”更换，1975年有48%的人这样说（表8）。对年轻女性适用的规范甚至更加严格（表9/10）。作为对比：1964年，16%的家庭有自动洗衣机，1975年这一比例为79%。关于男性尤其看重女性的哪些品质以及女性尤其看重男性的哪些品质的问题答案显示，对“整洁”的评价有所下降。这些结果可以有不同的解读方式（表11/12）。然而，“整洁”似乎并未作为一种文化价值消失。我们发现，如今的年轻人并不认为穿着整洁很重要，但他们可能在故意不修边幅的衣服下比十年前的年轻人洗得更干净。作为一个民族，德国人仍然认为整洁是一种特别的德国美德，1975年比1964年更是如此（表13）。1976年3月首次进行的一项联想测试证实了这一点：当听到“德国”时，68%的德国人会想到“整洁”（表14）。
