Exposing the NRA’s Messaging Playbook
Overview
The National Rifle Association uses messaging strategies employed by dictators and demagogues to advance its gun rights narrative within the United States.
Introduution and Summary
“Our Second Amendment is freedom’s most valuable, most cherished, most irreplaceable idea. History proves it. When you ignore the right of good people to own firearms to protect their freedom, you become the enablers of future tyrants whose regimes will destroy millions and millions of defenseless lives.”1
– Wayne LaPierre, executive vice president and CEO, National Rifle Association
The National Rifle Association (NRA), an organization originally established in 1871 to train hunters and marksmen on gun use and safety, has transformed into one of the most effective political lobbies in modern American history. The group advocates for gun rights, resisting any encroachment on what it deems to be an inalienable right to unhindered, unregulated gun ownership. To advance its mission, the NRA deploys a disinformation campaign reliant on fearmongering and the systematic discreditation of opposition voices in order to secure its position as a powerful lobbyist for the gun industry. The NRA has masterfully constructed a narrative based on gun rights propaganda, evoking images of a society devoid of rule of law and under constant threat of attack from an unidentified but ever-present enemy.
Due to the insidious nature of this messaging approach, the NRA has successfully embedded its false narrative throughout much of the country. By deploying a carefully crafted campaign of misinformation, deception, and confusion, the NRA has both undermined legitimate arguments for common-sense gun law reform and made it substantially more difficult for its emotive, provocative propaganda to be countered with fact and reason. In this way, the NRA’s tactics are deceitful not only because they falsely allege to protect American freedoms but also because they mirror fundamentally un-American sources. The propaganda machine of the NRA is similar to that of authoritarian and undemocratic political regimes around the world that deploy disinformation campaigns to secure control over public discourse in their nations, enabling autocrats to maintain a vice grip over information and ensure their power is unchecked and unquestioned.