The committee’s report is relatively short and, again, covers little that industry critics don’t already know. Perhaps the biggest news is the sale of the assault rifle Absolutely grown Since the January 6 coup attempt, the gun company’s revenue from 2019 sales has doubled or even tripled. This is only logical, since assault rifles are marketed to aspiring killers in a way that most guns are not. Or, as the committee’s report notes, “Gun sales peak immediately after elections, civil unrest, and mass shootings, resulting in part from consumer anxieties and panic-buying.”
Gun violence also increased in 2020 and 2021; Americans aren’t just buying more guns, they’re using them more often.
All told, gun manufacturers have raked in more than $1 billion over the past decade, benefiting from a new surge in sales after every school shooting or other high-visibility act of gun violence. It is a self-contained model; Marketing guns aimed specifically at Americans who are most willing to imagine themselves committing acts of “good” mass violence has led to mass violence, which in turn has led to more Americans. agrees to buy the same guns as “self-defense.”
This is the second major focus of the committee’s report: the increasing eagerness of gun manufacturers to advertise their products not as sporting or hunting tools, but as weapons for efficiently killing humans. Among the findings:
• Gun companies “try to capitalize on the AR-15’s military pedigree” with ads that (falsely) suggest the police and military use their weapons, boosting sales to those in authority. fantasize similar to the figures and want to be like them. An example of recent shooters would be Kyle Rittenhouse, who wanted a military or law enforcement career and who, instead of having such a right, his mother took him to a faraway Black Lives Matter protest so that he could Can “protect” with the neighborhood. His own assault rifle.
• No, gun companies as a matter of fact “Try to take advantage” of the supposed military use of their gear. A Sig Sauer ad, for example, shows five men in pseudo-US soldier uniforms taking up positions inside a damaged building, referencing any recent war zones, while the ad copy shows their assault rifles. Describes as “ready for any possible mission”. .” The advertising is transparently aimed at buyers who want a weapon designed to do the same thing: hunting down and killing human beings under the cover of presumably imaginary authority. This killing illusion and, of course, American militia groups. designed to appeal to those who imagine themselves to be a “military” group that trains for insurgency.Couch soldiers.
You may recognize the name Sig Sauer from the Las Vegas and Orlando mass killings, two of the deadliest mass shootings in recent history. It seems they know their audience well.
• Gun manufacturers and retailers are selling their products “directly and indirectly” to white supremacists, using hate symbols and other signifiers by those groups to identify themselves. Want the same type of Hawaiian floral print rifle worn by the rebel “Boogaloo” movement? Palmetto State Armory has you covered with the “Big Igloo Aloha” assault rifle. get it? Just a fun little hat tip to the group preparing themselves for the coming “race war”.
• Gun manufacturer Smith and Wesson is patterning ads for their assault products specifically on video games e.g. call of Duty, games in which players join virtual combat teams to simulate military operations. There is no evidence that video game violence leads to real-world violence—for example, there has been no increase in Americans beheading each other with medieval weapons—but real-world weapon acquisition does. What are the effects, which actually fires bullets, and advertising it as if it were the real-life equivalent of a murder-focused video game? This is a bit difficult to answer. is On purpose Blurring the line between real-world and virtual-world urges?
What is certain is that assault rifle manufacturers are clearly advertising their weapons as weapons for killing other human beings. Not for sport hunting. Not for target shooting. These are the weapons to buy if you want to be prepared to complete military-style “missions” against other humans. They are marketed to people who believe them it can There needs to be a mass murder, and those who believe so strongly that they are willing to pay a lot of money to prepare for that day.
Gun companies know this and market accordingly. The sale is for the same reason special Assault rifles used in each killing increase in the weeks after the killings; That weapon, after all, has now proven itself effective in doing the one thing it was designed to do.
Again, for example: The May killings of 19 grade-school children and their two teachers in Uvalde, Texas, was a resounding success for gun manufacturers. This is an advertisement that will increase their revenue for a long time to come. An 18-year-old kid with no training who had just bought his own assault rifle (from Daniel Defense, one of the companies that seems to be the most aggressive in promoting its products as weapons of mass-murder) at a school. was able to enter and commit murder. Everyone who came into his line of sight. The weapon he purchased was powerful enough, and capable of firing rapidly—enough to hold off dozens, then hundreds of trained law enforcement officers for an extended period of time.
This is exactly what assault rifle manufacturers promote their products to be capable of. They advertise each rifle as a pseudo-military weapon that allows untrained people to kill large numbers quickly. They advertise their products as effective at deterring a large number of intruders, allowing the buyer to become a one-man protector of their family or neighborhood.
And, of course, since mass murderers are buying these weapons in droves, you need to buy these weapons to stand a chance against them. Maybe buying one not enough
What has been clear for some time is that mass shootings in America are a product of a gun industry that has increasingly perfected a militia version of gun ownership, a Twitch version that envisions destruction or revolution and Seeks weapons capable of standing up against law enforcement or the military. Rivals—or just foraging neighbors. The Sig Sauer ad features five men in paramilitary uniforms taking cover in a shelled urban office trying to hunt deer. They are there to kill human enemies. This weapon, the Sig Sauer ad boasts, will allow you to kill human enemies.
None of this is new. The adoption of the militia movement into mainstream Republicanism, as even national Republican lawmakers insist that assault rifles are needed if angry US citizens need to kill US lawmakers, and particularly the National From the Rifle Association’s sports advocacy organization to the militia-promoting, ultra-centric Prof. -Assassination Group, analogized to a gun company’s push into the “good kill” market, a market based on a particularly theoretical need to kill other human beings with sufficient speed and force at some point. To ensure that you cannot be stopped. Companies are marketing their products to aspiring mass murderers, and every time an American goes out and proves that their products can actually overpower the police and execute arbitrarily chosen enemies. .
This is a market that should not exist in any modern country; It is transparently based on allowing individual citizens to decide what warrants mass killing as a response. This is asinine. This is absurd. But the far-right premise of national rebirth through the mass slaughter of ideological enemies has enough support within government—and within the Supreme Court—that it is now written into the national psyche as a new “right.”
It would have been unknown to previous generations, but here we are; Even regular mass shootings inside schools and supermarkets are angrily brushed aside as necessary sacrifices to ensure. good Killings can happen if and when they become necessary. Gun manufacturers are making money hand over fist, or corpse upon corpse, selling firearms to Americans who want to protect themselves from all the other assault weapon Americans in their midst.
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