Targeted Advertising: Documenting the Emergence of Gun Culture 2.0 in Guns Magazine, 1955-2019

As noted in my recent post about the changing themes in gun advertising in The American Rifleman from 1918-2017, I have just finished a replication study based on advertising in Guns magazine from 1955 (when the magazine was founded) through 2019.

It documents the same pattern of decline of “Gun Culture 1.0” themes of hunting and recreational/sport shooting and raise of “Gun Culture 2.0” themes of personal protection and concealed carry.

A pre-publication version of the paper is available for download on SocArXiv Papers. Just two clicks and you can help this paper blow up on SocArXiv.

UPDATE: Thanks to a reader “OK S.” I now have the source of Colt’s “Safety of the Highways” ad. It was published in 1926 in The Lucky Bag, the Annual of the Regiment of Midshipmen at the U.S. Naval Academy in Annapolis. The annual is available at Consider donating to the Internet Archive!

P.S., If you have any idea where the Colt’s “Safety of the Highways” ad was first published, I am still looking for the source of that. Thanks!

The Rise of Self-Defense in Gun Advertising, The American Rifleman, 1918-2017

I realized recently that I never posted the published version of my work analyzing gun advertisements in The American Rifleman. It documents the decline of “Gun Culture 1.0” themes of hunting and recreational/sport shooting and rise of “Gun Culture 2.0” themes of personal protection and concealed carry.

So, here is the citation and a link to the book chapter: David Yamane, Sebastian L. Ivory, and Paul C. Yamane, “The Rise of Self-Defense in Gun Advertising: The American Rifleman, 1918-2017,” in Jennifer Carlson, Kristen Goss, and Harel Shapira, eds., Guns: Interdisciplinary Approaches to Politics, Policy, and Practice (New York: Routledge, 2019).

I am currently writing up a replication study using advertisements in Guns magazine from 1955-2019, which I presented at the American Society of Criminology annual meetings in San Francisco this month. I will post a link to that paper when it is ready.

Are Mass Public Shootings Seasonal? (Corrected)

***CORRECTION: A FACEBOOK READER noticed something in the Mother Jones data I presented recently that I had missed. Beginning in 2013, MJ changed their definition of a mass public shooting from 4 or more victims to 3 or more victims in 2013 (see more below), but did not retroactively update their database. Although not deceptive (they said plainly they were doing this, I simply missed it), this is methodologically problematic. So I eliminated those cases, which reduces the total number in the database from 114 incidents to 95, and re-did the chart here.***

Gun trainer Rob Pincus texted to ask me tonight if I had any source for data on the seasonality of mass shooting activity. I.e., mass shootings by month.

I did not, but I was intrigued enough by the idea to do a little work when I got home tonight. The fruit of that labor is below. Important notes and interpretive points follow the chart.

Mass Shootings by Month Corrected

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How Many Guns Are There In The United States Today? 400 Million Or So

How many guns are there in the United States today? No one really knows, but research conducted by the Geneva, Switzerland based Small Arms Survey provides the best guesstimate for 2017:

Civilian-held Firearms: 393,347,000

Military-owned Firearms: 4,535,380

Law Enforcement Firearms: 1,016,000

TOTAL FIREARMS ESTIMATE (2017): 398,898,380

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