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On Target - Gun Culture, Storytelling, and the NRA (Paperback)
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On Target - Gun Culture, Storytelling, and the NRA (Paperback)
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The National Rifle Association (NRA) is an important actor in the
American gun debate. While popular explanations for the group's
influence often focus on the NRA's lobbying and campaign donations,
it receives lesser attention for the mass mobilization efforts that
make these political endeavours possible. On Target explores why
the NRA is so influential and how we can understand the group's
impact on firearms policy in the United States. The book looks at
how the NRA both draws upon and shapes historical meta-narratives
regarding the role of firearms in America's national identity and
how this is part of a larger effort to expand the community of gun
owners. Noah S. Schwartz demonstrates how the NRA portrays a vision
of the past through events such as its annual meeting;
communications such as American Rifleman magazine and NRA TV; and
points of contact including the National Firearms Museum. Based on
fieldwork in Indiana and Virginia, including participant
observation at NRA events and firearm safety classes, thematic
analysis of audio-visual material, and interviews with NRA
executives and members, On Target sheds light on the ways in which
the NRA tells stories to build and mobilize a politically motivated
network of gun owners.
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