I have published a few articles/book chapters on gun advertising. My first was an analysis of the rise of Gun Culture 2.0 as reflected in The American Rifleman. I replicated that study using Guns magazine. And most recently examined the portrayal of women (and men) in the Rifleman. If we expand from advertising per se to the marketing of Gun Culture 2.0, then I can add my study of the USCCA’s Concealed Carrry Expo to the list.
Because most analyses of gun advertising are impressionistic (and politically motivated), I get quite a few calls from the media about it. Although I welcome the opportunity to correct misunderstandings about the content and effect of gun ads (e.g., Bushmaster’s “Man Card” campaign), I welcome even more a recent “call for papers” I received from a marketing professor, Terrence Witkowski.
Witkowski is guest editing a special issue of the Journal of Macromarketing on “Firearm Markets, Marketing, and Society.” See the full call for papers. The submission deadline is 28 February 2023.
Given time constraints, I do not know whether I will try to contribute. I do have some unpublished data in my American Rifleman and Guns magazine databases on the alleged militarization of gun culture that I would love to find a collaborator to help work up.
My own work aside, I would definitely like to see more serious research on the marketing of firearms. In particular, I hope some younger and more methodologically sophisticated scholars will turn their attention to advertising on social media. I have no idea how to “scrape” that data, but I know others do.
Images of the first two pages of the call follow.