Most Racist Places in America Based On Use Of N-Word -- Google Search
By: Donald V. Watkins
Copyrighted and Published on November 13, 2022
Where do America's most racist people live? "The rural Northeast and South," according to an April 28, 2015 article published in the Washington Post. The answer was based on an April 24, 2015 analytical study published in PLOS ONE.
The research paper introduced a novel method for measuring the incidence of racist attitudes: Google search data. The methodology comes from data scientist Seth Stephens-Davidowitz. He had used this methodology earlier to measure the effect of racist attitudes on Barack Obama's electoral prospects.
"Google data, evidence suggests, are unlikely to suffer from major social censoring," Stephens-Davidowitz wrote in a previous paper. "Google searchers are online and likely alone, both of which make it easier to express socially taboo thoughts. Individuals, indeed, note that they are unusually forthcoming with Google." He also noted that the Google measure correlates strongly with other standard measures social science researchers have used to study racist attitudes.
This is important, because racism is a notoriously tricky thing to measure. Traditional survey methods don't really work -- if you flat-out ask someone if they're racist, they will simply tell you no. This is partly because most racism in society today operates at the subconscious level, or gets vented anonymously online.
For the PLOS ONE paper, researchers looked at searches containing the N-word. People search frequently for it, roughly as often as searches for "migraine(s)," "economist," "sweater," "Daily Show," and "Lakers." (The authors attempted to control for variants of the N-word not necessarily intended as pejoratives, excluding the "a" version of the word that analysis revealed was often used "in different contexts compared to searches of the term ending in '-er'.")
It was also important to note that not all people searching for the N-word are motivated by racism, and that not all racists search for that word, either. But aggregated over several years and several million searches, the data give a pretty good approximation of where a particular type of racist attitude is the strongest.
Interestingly, on the map above the most concentrated cluster of racist searches happened not in the South, but rather along the spine of the Appalachians running from Georgia all the way up to New York and southern Vermont.
Other hotbeds of racist searches appear in areas of the Gulf Coast, Michigan's Upper Peninsula, and a large portion of Ohio. But the searches get rarer the further West you go. West of Texas, no region falls into the "much more than average" category. This map follows the general contours of a map of racist Tweets made by researchers at Humboldt State University.
So some people are sitting at home by themselves, Googling a bunch of racist stuff. What does it matter? As it turns out, it matters quite a bit. The researchers on the PLOS ONE paper found that racist searches were correlated with higher mortality rates for blacks, even after controlling for a variety of racial and socio-economic variables.
"Results from our study indicate that living in an area characterized by a one standard deviation greater proportion of racist Google searches is associated with an 8.2% increase in the all-cause mortality rate among Blacks," the authors concluded. Now, of course, Google searches aren't directly leading to the deaths of African Americans. But previous research had shown that the prevalence of racist attitudes can contribute to poor health and economic outcomes among black residents.
"Racially motivated experiences of discrimination impact health via diminished socioeconomic attainment and by enforcing patterns in racial residential segregation, geographically isolating large segments of the Black population into worse neighborhood conditions," the authors wrote, summarizing existing research. "Racial discrimination in employment can also lead to lower income and greater financial strain, which in turn have been linked to worse mental and physical health outcomes."
Do you live in one of the most racist places in America? Does this map of racist places still hold true today?