These honored dead: sacrifice narratives in the NRA’s American Rifleman Magazine

Abstract

This paper presents a case study of how a fringe idea moves into the cultural mainstream. In its cultural and political project to defend the Second Amendment, the National Rifle Association (NRA) embraced New War culture, a counter-cultural response to the trauma of the war in Vietnam, which extended warrior honor to armed men defending their families from an increasingly hostile world and a suspect government that might try to disarm them. Using textual analysis of the American Rifleman, we explore how the NRA co-opted narratives of soldiers' sacrifice for the nation to promote a New War cultural message. We find that magazine contributors retooled the traditional narrative to feature non-military protagonists, to differentiate the nation from the government, and to spotlight freedom as a sacrificial cause. With their strong civil religious overtones, the NRA's sacrifice narratives served as value-laden signposts that elevated the Second Amendment to a sacred God-given freedom, extended the consecration from sacrifice to encompass their mainstream audience of gun owners, and identified political and cultural enemies. These classic American narratives of soldiers’ sacrifice for the nation were thus co-opted to deliver a simultaneously patriotic and anti-government counter-cultural message that would resonate with mainstream American culture.