Interesting research design:
We began by selecting a set of search topics that we believed might be especially common among men concerned about living up to the ideals of manhood: “erectile dysfunction,” “hair loss,” “how to get girls,” “penis enlargement,” “penis size,” “steroids,” “testosterone” and “Viagra.” (With the exception of “how to get girls,” these are Google “topics” rather than individual search terms. For instance, the topic “erectile dysfunction” includes searches for “erectile dysfunction,” “ED” and “impotence.”)
To validate this list of topics, we asked a sample of 300 men on Amazon’s Mechanical Turk platform whether they ever had or ever would search for them online. We found that scoring high on a questionnaire measuring “masculine gender-role discrepancy stress” — concern that they aren’t as manly as their male friends — was strongly associated with interest in these search topics. Although these men were not a representative sample of American men, their responses suggest that these search terms are a valid way to capture fragile masculinity.
We measured the popularity of these search topics in every media market in the country during the years preceding the past three presidential elections.
We found that support for Trump in the 2016 election was higher in areas that had more searches for topics such as “erectile dysfunction.” Moreover, this relationship persisted after accounting for demographic attributes in media markets, such as education levels and racial composition, as well as searches for topics unrelated to fragile masculinity, such as “breast augmentation” and “menopause.”