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Googling in Fear: Measuring Moral Panic Using Internet Searches Before and After Obama’s 2008 Election

ABSTRACT The rhetoric, rumor, and hostility that surrounded the election of Barack Obama in 2008 appeared to correspond with the notion of a “moral panic.” However, systematically measuring phenomena like moral panics, which are volatile and dispersed in nature, can be difficult. This paper utilizes Google search data combined with other sources to examine the reaction to the candidacy and initial election of Obama. Given the nature of this particular panic, we hypothesize that panic-induced searches will be greater in states with a larger presence of Evangelical Protestants and consumption of conservative media outlets. Results from a series of generalized least squares time-series and two-stage regression models demonstrate that searches related to “socialism” and the “Antichrist” grew significantly around Obama’s election, indicating Obama’s “folk devil” status and a growing moral panic. Additionally, the intensity of the panic appears to be moderated by religious cultures and media consumption. Implications for theory and future research are discussed.