Are All Mass Shootings Equal? Testing a Cultural-Cognitive Theory using Google Trends Data

• In Event: 3451 - Section on Collective Behavior and Social Movements Refereed Roundtables (1 hour)
  In Refereed Roundtable 60min: 14. Violence and Non-Violence

Abstract

Mass shootings are a highly visible form of violence in the United States. However, the public does not respond in the same manner to all shootings. This study asks: Which event attributes of mass shootings influence people to respond to shootings differently? To answer this, we first develop a four-stage cultural-cognitive model of public response in the wake of mass shootings in the United States. We then use Google Search data in the aftermath of 71 mass shootings since 2004 to examine how event attributes such as the number of victims, venue, and the weapons used predict increased public interest in gun control. A series of pooled OLS models demonstrate that the number of victims, location in a school, and use of a rifle during the shooting all significantly increase public interest in gun control after a shooting. We also find these key predictors interact with one another to further increase subsequent interest in gun control after a shooting. We conclude with a discussion of the implications of our findings and the untapped potential for Google Search data analysis in sociological research.

Authors

• Daniel Semenza, Rutgers University - Camden

• John Bernau, Emory University