A Woman’s Place in Gun Advertisements – New Study Posted

TLDR: I just posted a publicly-accessible pre-print of a book chapter, “A Woman’s Place in Gun Advertisements: The American Rifleman, 1920-2019,” co-authored with recent Wake Forest University graduate (and current George Washington University Law School 1L) Riley Satterwhite and my son Paul Yamane (Wake Forest ’16). The chapter is scheduled to appear in the forthcoming Second Edition of the book, Understanding American Gun Culture.

For longer than I care to remember, I have been working on an analysis of the portrayal of women in gun advertising. I have posted some elementary thoughts about this along the way, including on Crimson’s Trace’s interesting banner at the 2016 NRA annual meeting and a pair of ads they ran in The American Rifleman in 2009, as well as a TV ad for the M&P Shield placed on Sportsman’s Channel by Smith & Wesson.

Although gun culture is typically characterized as embodying hegemonic masculinity, looking at advertisements over a 100 year time period complicates the gender story. To wit: As soon as I embarked on my study of the rise of self-defense (Gun Culture 2.0) using ads in The American Rifleman (and later Guns), I noticed some surprising appearances of women in those magazines. One example I first posted about in 2015 (did I mention I have been at this for a while?) was an ad for Peters Cartridges featuring a Lady Champion shooter which ran in January 1937.

Peters Cartridge Advertisement in The American Rifleman, January 1937
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Women, the NRA, and Gun Culture by Noah Schwartz

Although I was not a fan of NRATV generally, there were some programs I thought did a good job of trying to “build bridges, not walls.” Among these were shows aimed at incorporating more women in gun culture. So I was excited when I came across an academic article — “Called to Arms: The NRA, The Gun Culture & Women” in Critical Policy Studies — that analyzed some of these programs like Love at First Shot.

I was going to write a summary of the article, but then it occurred to me that the author himself might do a better job of sharing his ideas on the topic. I am pleased that Noah S. Schwartz (see about the author at the end) agreed, and his thoughts are below.

(If you cannot access the original article behind the paywall, send me an email and I can send you a copy for educational purposes.)

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