“Sorry, I can’t bring my kids to your place if there are unsecured guns in the house.”
“Thanks for coming over. Do you mind leaving your shoes in the hallways and your pistol off my property?”
“I
can’t stay over if you keep a gun in the bedroom, especially if we’ve
been drinking. Guns make things less safe when the lights go out.”
It’s
surprisingly easy to imagine a society where gun ownership is looked
down upon, if not scorned outright. This already happened with smoking,
at least partly as a result of a public education campaign aimed at
young people, and it happened when polite society finally came down
against people flying the Confederate flag after the Charleston church
shootings this year. Sometimes, when legislative action is difficult or
downright impossible, a cultural approach works to curtail dangerous
behaviors.
In short, we can make gun ownership uncool.
SNIP
Like
cigarettes, guns are big business. Smith & Wesson has a $1 billion
market capitalization and a CEO who made $1.9 million last year, Sturm,
Ruger & Co. has a $1.1 billion market cap and a CEO who made more
than $1.1 million in the latest fiscal year. The National Rifle
Association boasts 4.5 million members and regularly takes in
contributions approaching $100 million a year, in addition to its
program revenues. In short, guns are part of the establishment and
people who spend money on them are no more iconoclasts than people who
fork over money to Phillip Morris on a daily basis.
Like
the tobacco industry, the gun industry has obfuscated about the safety
dangers of its products. It has sold a fantasy of self- and
home-protection that is out of touch with reality. And like tobacco
companies, the industry aggressively markets to young people. A
presentation by Smith & Wesson from
March 2015
says that two thirds of new shooters are 18-34 years old, that a
quarter of first time purchases by a second gun within a year, and that
60 percent of new shooters are buying for personal defense or security.
Of
course. when Smith & Wesson presents, it talks about marketing to
younger adults. In many parts of the country (including New Mexico,
where I grew up and was first told a rifle was “mine” before I was 10)
kids take ownership of guns well before they can drive. Keystone
Sporting Arms still advertises its Crickett .22 caliber weapon as “
My First Rifle” even after a five-year-old Kentucky boy
killed his two-year-old sister
with the single shot rifle he had received as a birthday present. They
also offer a youth-rifle called the “Chipmunk,” named for what kids are
supposed to shoot with it.
The defense angle
(whether self or society) is particularly vulnerable to clever media
rebuke. There are the scores of dead children who have managed to get
hold of the weapons kept by relatives. There are the sad tales of Oscar
Pistorius and George Zimmerman. There was the well-intentioned gun owner
who, during the heat of the shooting of Gabrielle Giffords, nearly shot
an innocent bystander. There is probably no end of military and police
veterans, highly trained and skilled with firearms, who will testify how
even the most practiced shooter is vulnerable to involuntary behaviors
during the height of a threat.
The gun
industry has also made itself vulnerable to outright ridicule by
opposing the most common sense reforms. The NRA opposes biometric
trigger locks, for example, that would render weapons useless to anyone
but authorized users because it fears it will lead to a ban on existing
guns without such locks. The industry also opposes requiring gun owners
to carry liability insurance. PSAs on such issues are unlikely to sway
the current generation of gun enthusiasts but, as with smoking, it might
be possible to get young people thinking early and viewing both the
industry and culture of gun ownership more skeptically.
On the legislative front it seems
America has made its choice
and there is little chance for legal reform in the near future except at
the margins deemed acceptable by the gun industry and a current
generation of gun owners who believe that "things happen" is an
appropriate reaction to gun deaths. When lawmakers can't lead, a social
solution is certainly worth a shot.