The U.S. Gun Culture Seen through the Lens of Consumer Culture Theory: Self-Sufficiency, Safety, and Privacy

Abstract

Purpose

The discussion about firearms in the United States often involves a contentious confrontation between two polarized groups: gun owners and those that might increase regulation of guns. The former group often uses rights-based arguments, including the Second Amendment to the U.S. Constitution, while the latter assesses problems related to gun violence from a collectivist perspective, focusing on the health, social, and policy implications of firearm ownership. The National Rifle Association (NRA) adds to the mix through communicating and lobbying activities.

Methodology

The chapter uses qualitative data and interpretive methods to gain an in-depth insight into the values of the gun culture and the role of the NRA in this community. Data used are from nine depth interviews with gun owners and field notes derived from participant observation in addition to examination of email communications sent by the NRA’s Institute for Legislative Action.

Findings

Three significant values espoused by members of the culture – self-sufficiency, safety, and privacy – are based on the individualist perspective and this perspective is reinforced by public narrative provided by the NRA.

Research limitations/implications

A limitation is the geographic limitation on data collection, although it is expected that rural gun culture does not vary significantly throughout the United States. The study has implications for a more nuanced understanding of the gun debate in the United States by suggesting how the narrative is structured by lobbying groups such as the NRA.

Originality/value of paper

This chapter provides insight into the U.S. gun culture that has not been previously addressed through a consumer culture theory lens.

Citation

Littlefield, J. (2013), "The U.S. Gun Culture Seen through the Lens of Consumer Culture Theory: Self-Sufficiency, Safety, and Privacy", Consumer Culture Theory (Research in Consumer Behavior, Vol. 15), Emerald Group Publishing Limited, Leeds, pp. 25-40. https://doi.org/10.1108/S0885-2111(2013)0000015002