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The National Rifle Association has existed for almost 150 years. This report dissects the NRA’s messaging approach and provides examples of the group’s rhetoric in order to depict how the organization is mimicking the tactics of autocrats and demagogues.Īs gun violence prevention advocates around the country seek to build on the recent public momentum demanding stronger gun laws at the state and federal levels, it is crucial to understand the underpinnings of the NRA’s messaging strategy in order to develop a compelling counternarrative capable of challenging the NRA’s messaging campaigns. By analyzing the messaging tactics used by NRA leadership and paid NRATV hosts, this report shows how the NRA has a specific strategy designed both to control the debate around guns and to influence legislators and policymakers to prevent the implementation of common-sense legislation focused on public safety. It then illustrates the ways in which nondemocratic leaders construct narratives to secure political power, and how these tactics compare to the messaging strategy deployed by the NRA. This report examines how the NRA successfully both created the identity of the American law-abiding gun owner and vilified those in government, civil society, and academia working to reform gun laws to reduce firearm-related tragedies. At the same time, the NRA has churned out a steady stream of messaging and marketing designed to increase American ownership of firearms and sell more guns. 4 Yet despite the harsh realities of gun violence, as well as a plethora of attempts to pass legislative solutions to address the issue over several decades, the NRA has skillfully used its control over the narrative around guns to influence lawmakers, repeatedly blocking common-sense legislation on local, state, and federal levels. 3 This epidemic is a uniquely American experience, with the United States standing out as an outlier among its peers with both a disproportionately high percentage of the world’s armed civilians and a disproportionately high rate of gun-related fatalities. 2 Each day, more than 95 people die from gun violence. Gun violence shatters communities across the United States-particularly communities of color-and ravages the nation’s youth. The efficacy of the NRA’s deceitful tactics has been destructive. The propaganda machine of the NRA is similar to that of authoritarian and undemocratic political regimes around the world that deploy disinformation campaigns to secure control over public discourse in their nations, enabling autocrats to maintain a vice grip over information and ensure their power is unchecked and unquestioned. In this way, the NRA’s tactics are deceitful not only because they falsely allege to protect American freedoms but also because they mirror fundamentally un-American sources. By deploying a carefully crafted campaign of misinformation, deception, and confusion, the NRA has both undermined legitimate arguments for common-sense gun law reform and made it substantially more difficult for its emotive, provocative propaganda to be countered with fact and reason. The NRA has masterfully constructed a narrative based on gun rights propaganda, evoking images of a society devoid of rule of law and under constant threat of attack from an unidentified but ever-present enemy.ĭue to the insidious nature of this messaging approach, the NRA has successfully embedded its false narrative throughout much of the country.
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To advance its mission, the NRA deploys a disinformation campaign reliant on fearmongering and the systematic discreditation of opposition voices in order to secure its position as a powerful lobbyist for the gun industry. The group advocates for gun rights, resisting any encroachment on what it deems to be an inalienable right to unhindered, unregulated gun ownership. The National Rifle Association (NRA), an organization originally established in 1871 to train hunters and marksmen on gun use and safety, has transformed into one of the most effective political lobbies in modern American history.
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– Wayne LaPierre, executive vice president and CEO, National Rifle Association When you ignore the right of good people to own firearms to protect their freedom, you become the enablers of future tyrants whose regimes will destroy millions and millions of defenseless lives.” 1 “Our Second Amendment is freedom’s most valuable, most cherished, most irreplaceable idea.
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