Fighting National Amnesia: Profiling Public Attention to Mass Shootings in The United States

This study aims to identify factors that shape public perception and emotional response to mass shootings in the United States. I suggest that patterns of media coverage inform public consciousness and collective emotion. Newsworthiness and gatekeeping theories assert that school or prejudicial shootings and those with more victims are reported on at higher rates. Literature on racial and immigrant bias in media demonstrates that non-white shooters also generate more discourse. The directed construction of shootings and the affective public responses they generate align well with the concept of a “moral panic.” Using all valid cases from the Mother Jones Mass Shootings:1982-2019 dataset which align temporally with Google Trends data, I analyze the volume and decay rate of search topics “mass shooting,” “gun control,” and “open carry,” following US mass shootings from 2004-2019. Shootings with more victims predict a higher volume of searches for “mass shooting,” and shorter search periods for “gun control” and “open carry.” Shootings with educational and religious targets had no significant effects on search patterns. Workplace shootings result in longer search periods for “mass shooting,” and shorter periods for “gun control.” Non-white shooters generate shorter search decay for “open carry.” The results support theories of media gatekeeping, suggesting events with more casualties generate more intense public attention. The consistent negative correlation between search volume and decay length suggests that sensational responses to shootings are not sustainable over long periods of time and prohibit pragmatically addressing mass shootings.