Trump appears to appeal more to men who are secretly insecure about their manhood. We call this the “fragile masculinity hypothesis.”
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.” … We measured the popularity of these search topics in every media market in the country during the years preceding the past three presidential elections. In the map [above], darker colors show where these searches were most prevalent in 2016.
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[.]