The Misogyny of the Anti-Gun Movement

A couple of days ago my colleague Tom Knighton wrote about some examples of misogyny in Second Amendment spaces, but the issue is perhaps even more pronounced among gun control advocates. 

As Paige Pearson writes at the National Shooting Sports Foundation’s blog, many gun control groups have institutionalized their opposition to women exercising their Second Amendment rights… and they have become more vocal as more women are becoming gun owners. 

The Smoking Gun is Everytown for Gun Safety’s media arm that describes itself as “the online resource committed to exposing the gun industry’s” role “in our gun violence epidemic.” Apparently that includes exposing the evils of marketing and advertising in a manner that attracts 50 percent of your possible customer base.

Enter Greg Lickenbrock, who spoke with three marketing and sociology professors from Oregon State University about their observations in advertising towards American women from firearm manufacturers and retailers.

“The fact that we now see women in these ads, and portraying different ‘characters,’ demonstrates the industry’s efforts to increase ownership among women,” Dr. Brett Burkhardt said.

“After a few years of experimenting with sexualized ads that didn’t correlate with increased sales to women, the industry now seems to have landed on an advertising idea that works: showing women as competent and serious gun owners,” added Dr. Michelle Barnhardt.

Dr. Aimee Dinnin Huff offered her thoughts as well. “There isn’t yet an established female American gun owner identity or image that consumers can latch onto. Many ads still rely on gendered assumptions rather than a nuanced understanding of the different types of relationships women have with firearms,” she said.

Dr. Burkhardt added another thought, stating, “These new and more common depictions of women and firearms are examples of how the industry is seeking to naturalize women’s gun ownership.”

Why shouldn’t gun ownership be considered natural for women? Or, to put it another way, why do anti-gunners want to denormalize half the population exercising a fundamental constitutional right? 

To be fair, groups like Everytown are just as opposed to guys owning guns as they are with women exercising their 2A rights. But the anti-gunners can’t stand the fact that more women are choosing to purchase a firearm; whether for self-defense, hunting, competitive shooting, or just because it’s fun to spend time at the range. And they absolutely hate that the firearms industry has recognized that a growing number of women are making up their customer base. 

Media still widely misrepresents American gun owners as old, white guys but recent trends in firearm purchasing couldn’t put this caricature to rest any better. Over the past five years, the surge of new first-time buyers has made the gun-owning community the most diverse population of gun owners ever. That’s a good thing – as the Second Amendment is for everyone. And that includes women.

Women are featured more prominently today in advertising because more women are buying firearms for any number of reasons – all good ones – and the industry is listening to them. Women’s nights at neighborhood shooting ranges, women-only firearm training classes and even friend groups choosing to go to the range together are all increasingly more popular activities as women choose to exercise their Second Amendment rights in any safe way they choose.

Marketing has changed over the last few decades to follow the customer. For Lickenbrock and others, that means seeing a lot more women with guns. And that’s a good thing.

I certainly think so, and if you’re reading this I’m relatively sure you’re in agreement with Pearson too. The gun control lobby, on the other hand, isn’t just going to clutch its collective pearls. They too will be targeting women with anti-gun messaging and campaigns designed to discourage them from keeping and bearing arms; portraying it as something that’s far too dangerous for ladies to engage in… and ignoring stories about women saving their own lives thanks to their decision to become a gun owner. 

Editor’s Note: Self defense is a human right, and the right to keep and bear arms belongs to “the people”, not just one segment of the population or one gender. 

Help us protect that right by becoming a Bearing Arms VIP member and use the promo code FIGHT to save 60% on your VIP membership!