Use of the Word "Nigger" on Google as an Indication of Racism

 
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's 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.