Alasdair Spark’s lecture and personal further research has highlighted
the complexity and pervasiveness of the US gun culture.
This culture is widely
celebrated in every kind of popular entertainment media, products and
accessories are widely and easily available, and it is embedded in political
discourse, history and myths. Furthermore, and this aspect is a key factor of
the pro-gun lobby, there is the legal foundation of the right to bear arms
enshrined in the Constitution as the Second Amendment. This link to civil
rights and freedom and liberty – and in particular, the notion of negative
freedom: to be free from Government interference, was found to be a headline
statement within so many Pro-gun websites.
In fact, ‘The Idaho Second Amendment
Alliance exists to fight for the 2nd Amendment rights of all Idaho
citizens.’
Making comparisons with the arguments, beliefs and attitudes
of the pro-control lobby, it can be seen how intensely polarised the two groups
are.[i]
The pro-control group makes frequent use of the emotional and psychological
aspects of gun culture -often based on the criminal and bodily damage
perpetuated on individuals and the community.
A further factor noted from the research was the reality of
the overwhelming political power of the pro-gun lobby, particularly as demonstrated
by the National Rifle Association (NRA), with 3.5million members, sponsorship
from fire arms manufacturers and close involvement with election campaigns at
every level.
I was interested to find out how pro control groups could
combat such a behemoth and choose to research a consortium: The Violence Policy
Center
“The Violence Policy Center (VPC) works to stop gun death
and injury through research, education, advocacy, and collaboration. Founded in
1988, the VPC informs the public about the impact of gun violence on their
daily lives, exposes the profit-driven marketing and lobbying activities of the firearms
industry and gun lobby, offers unique technical expertise to policymakers,
organizations, and advocates on the federal, state, and local levels, and works
for policy changes that save lives.”
This mission statement illustrates their binary position in opposition
to the pro gun groups, emphasising violence, fear, the impact on every day life
and the links to the fire arms industry. The drop down menus contain an
encylopedia of research and information on gun violence, the gun industry and
extensive investigation into the lobbying power of the NRA. The information is
comprehensive and appears well researched. The site relies heavily on written
text with limited other imagery. It has positioned itself as a resource and is
a mine of information.
By complete contrast and using an entirely different
approach, the NRA is using the full resources of its TV facilities to attract,
educate and support its latest targeted new market segment – affluent, upwardly
mobile, professional and stylish young women.
The studio has created a mini bio-pic series where we follow the narratives of 3 women -‘Love at First Shot.’
Each story is carefully framed around notions of
positive gun ownership: independence, skills, power (through respect in the
work place) and the right to be safe. It emphasises the great outdoors, hunting
skills and competition – usually masculine conceits- wrapped around with warm,
feminine friendships, hugs and interspersed with intimate chats over coffee.
The locations are a similar mix of the masculine and feminine- out on the range
with a smiling, encouraging female coach. It makes for engaging viewing with
the ‘soap opera episodes’ being interspersed with adoration of the gun and
rifle and the hallowed cardboard target.
The tone is positive and colourful throughout with
articulate and energetic actors and direction. There are virtually no negative
images except for the ‘stalker’ who is depicted as the motive for Jasmine
turning to guns. There is no reference to many of the messages and concerns explored by the pro control lobby. The production values do help to make the series feel very 'main-stream' - the high ground which is claimed by both pro gun and pro control groups.
[i] Glen
Utter and James True, “The Evolving Gun Culture in America” Journal of American and Comparative Culture.
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