On Target: Gun Culture, Storytelling, and the NRA

The National Rifle Association (NRA) is a powerful actor in the American gun debate due to its mass mobilization efforts. On Target explores why the NRA is so influential and how it shapes historical meta-narratives regarding the role of firearms in American national identity. It demonstrates how the NRA portrays a vision of the past through events, communications, and points of contact to build and mobilize a politically motivated network of gun owners.

Format: Hardback
Length: 264 pages
Publication date: 25 August 2022
Publisher: University of Toronto Press

The National Rifle Association (NRA) is a pivotal player in the American gun debate, often overshadowed by its lobbying and campaign contributions. However, its mass mobilization efforts are equally significant in shaping firearms policy in the United States. In his book, "On Target: Why the NRA is So Influential and How We Can Understand Its Impact on Firearms Policy in the United States," Noah S. Schwartz delves into the reasons behind the NRA's influence and explores how it shapes historical narratives about firearms in American identity.

Schwartz argues that the NRA utilizes various channels, such as its annual meeting, American Rifleman magazine, and the National Firearms Museum, to portray a vision of the past that resonates with gun owners. Through these events and communication platforms, the NRA constructs a narrative that emphasizes the historical significance of firearms in American culture and heritage. This narrative is part of a broader effort to expand the community of gun owners and promote their interests.

To gather insights, Schwartz conducted fieldwork in Indiana and Virginia, including participant observation at NRA events and firearm safety classes. He analyzed audio-visual material and conducted interviews with NRA executives and members to gain a deeper understanding of the organization's strategies and tactics.

Through his research, Schwartz sheds light on the ways in which the NRA builds and mobilizes a politically motivated network of gun owners. He highlights the importance of storytelling in this process, as the NRA uses narratives to connect with gun owners on a personal and emotional level. These narratives often emphasize the importance of firearms for self-defense, hunting, and recreational activities, and they downplay the potential risks associated with gun ownership.

The NRA's influence on firearms policy in the United States is undeniable, and Schwartz's book provides valuable insights into the organization's strategies and tactics. By understanding the NRA's historical narratives and the ways in which it mobilizes gun owners, policymakers and the public can better engage in the ongoing debate about gun control and safety.

Weight: 480g
Dimension: 231 x 157 x 23 (mm)
ISBN-13: 9781487546618