IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v6y2020i1d10.1057_s41599-020-0437-0.html
   My bibliography  Save this article

Targeted advertising: documenting the emergence of Gun Culture 2.0 in Guns magazine, 1955–2019

Author

Listed:
  • David Yamane

    (Wake Forest University)

  • Paul Yamane

    (Independent Scholar)

  • Sebastian L. Ivory

    (Wesleyan University)

Abstract

This study replicates Yamane, Ivory, and Yamane’s (Gun studies: interdisciplinary approaches to politics, policy, and practice, Routledge, New York, pp. 9–27, 2019) earlier analysis of the rise of self-defense in gun advertisements in The American Rifleman. It uses the same methodological procedures and applies them to a for-profit, general interest firearm magazine that has been continuously published for 65 years: Guns magazine. Like the earlier study, we hypothesize that the center of gravity in US gun culture has evolved over time from “Gun Culture 1.0,” the historic gun culture of hunting and recreational shooting, to “Gun Culture 2.0,” America’s contemporary defensive gun culture, an evolution reflected in the content of gun advertisements. The data show that the predominance of Gun Culture 1.0 themes in advertising persists through the 1980s and into the 1990s, when the center of gravity of gun culture begins to shift decisively toward the Gun Culture 2.0 themes of personal protection/self-defense and concealed carry. This trend continues through the 1990s and 2000s, with the two emphases crossing-over in the 2010s. As reflected in advertising, in addition to other indicators such as self-reported reasons for gun ownership, Gun Culture 2.0 is now America’s dominant and still expanding core gun culture today.

Suggested Citation

  • David Yamane & Paul Yamane & Sebastian L. Ivory, 2020. "Targeted advertising: documenting the emergence of Gun Culture 2.0 in Guns magazine, 1955–2019," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-9, December.
    • Handle: RePEc:pal:palcom:v:6:y:2020:i:1:d:10.1057_s41599-020-0437-0
    DOI: 10.1057/s41599-020-0437-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-020-0437-0
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-020-0437-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jessica Dawson, 2019. "Shall not be infringed: how the NRA used religious language to transform the meaning of the Second Amendment," Palgrave Communications, Palgrave Macmillan, vol. 5(1), pages 1-13, December.
    2. Richard S. Grossman & Stephen A. Lee, 2008. "May Issue Versus Shall Issue: Explaining The Pattern Of Concealed‐Carry Handgun Laws, 1960–2001," Contemporary Economic Policy, Western Economic Association International, vol. 26(2), pages 198-206, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. David Yamane, 2022. "Gun Culture 2.0: The Evolution and Contours of Defensive Gun Ownership in America," The ANNALS of the American Academy of Political and Social Science, , vol. 704(1), pages 20-43, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Barati, Mehdi, 2016. "New evidence on the impact of concealed carry weapon laws on crime," International Review of Law and Economics, Elsevier, vol. 47(C), pages 76-83.
    2. Briggs Depew & Isaac D. Swensen, 2019. "The Decision to Carry: The Effect of Crime on Concealed-Carry Applications," Journal of Human Resources, University of Wisconsin Press, vol. 54(4), pages 1121-1153.
    3. David Yamane, 2022. "Gun Culture 2.0: The Evolution and Contours of Defensive Gun Ownership in America," The ANNALS of the American Academy of Political and Social Science, , vol. 704(1), pages 20-43, November.
    4. Jessica Dawson, 2024. "Are we allowed to win this time: new warrior culture in action and government betrayal in the American Rifleman 1975–2023," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    5. Angela K. Dills & Jeffrey A. Miron & Garrett Summers, 2010. "What Do Economists Know about Crime?," NBER Chapters, in: The Economics of Crime: Lessons For and From Latin America, pages 269-302, National Bureau of Economic Research, Inc.
    6. Linda S. Ghent & Alan P. Grant, 2015. "Concealed Carry in the Show-Me State: Do Voters in Favor of Right-to-Carry Legislation End Up Packing Heat?," Social Science Quarterly, Southwestern Social Science Association, vol. 96(1), pages 191-201, March.
    7. Claire Boine & Michael Siegel & Craig Ross & Eric W. Fleegler & Ted Alcorn, 2020. "What is gun culture? Cultural variations and trends across the United States," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-12, December.
    8. Geddes, R. Richard & Wagner, Benjamin L., 2013. "Why do U.S. states adopt public–private partnership enabling legislation?," Journal of Urban Economics, Elsevier, vol. 78(C), pages 30-41.
    9. Mark Anderson, D. & Sabia, Joseph J. & Tekin, Erdal, 2021. "Child access prevention laws and juvenile firearm-related homicides," Journal of Urban Economics, Elsevier, vol. 126(C).
    10. Ian Ayres & John J. Donohue, 2009. "More Guns, Less Crime Fails Again: The Latest Evidence from 1977–2006," Econ Journal Watch, Econ Journal Watch, vol. 6(2), pages 218-238, May.
    11. Jennifer Hubbert & Hannah Eaton, 2024. "More than the Second Amendment: Liberal gun owners, citizenship, and emancipatory democracy in the United States," Social Science Quarterly, Southwestern Social Science Association, vol. 105(2), pages 211-225, March.
    12. David Fortunato, 2015. "Can Easing Concealed Carry Deter Crime?," Social Science Quarterly, Southwestern Social Science Association, vol. 96(4), pages 1071-1085, December.
    13. Anderson, D. Mark & Sabia, Joseph J., 2016. "Child Access Prevention Laws, Youth Gun Carrying, and School Shootings," IZA Discussion Papers 9830, Institute of Labor Economics (IZA).
    14. Christopher Mullins & Daniel Kavish, 2017. "Conceal Carry and Race: A Test of Minority Threat Theory in Law Generation," Social Sciences, MDPI, vol. 6(4), pages 1-11, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:6:y:2020:i:1:d:10.1057_s41599-020-0437-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.