In an effort to identify Southern identity, Christopher A. Cooper and H. Gibbs Knotts searched an online phone directory for business names that began with or included “Dixie” or “Southern” in 100 U.S. cities. Methodology The researchers counted the number of businesses that had the words “American,” “Dixie” or “Southern” in their names. They divided the number using “Dixie” by the number using “American” to arrive at a ratio they call the “D score.” They did the same with businesses using “Southern” to arrive at an “S score.” Mapping D scores The use of “Dixie” in a business name was interpreted as suggesting a strong identification with the Old South. The map below reflects the D scores of various states.
By combining D and S scores, Cooper and Knotts
identified a three-tiered South:
“Southern to the core” Alabama Louisiana Mississippi
“Pretty darn Southern” Arkansas Georgia Kentucky North Carolina South Carolina
NOTE: Cooper and Knotts excluded the grocery chain Winn-Dixie in their research. Map categories are quartiles.
Virginia West Virginia