PERPETUATING THE GUN CONTROL PARADOX: A CONTENT ANALYSIS OF FRAMING STRATEGIES USED BY THE NATIONAL RIFLE ASSOCIATION

Abstract This paper explores the social movement framing strategies used by the National Rifle Association (NRA). Through content analysis of the American Rifleman publication, seven framing strategies emerge: frame extension, frame bridging, frame amplification, vilification, frame saving, frame debunking, and normalization. These strategies aid the NRA in maintaining members and mobilizing supporters to work on behalf of the pro-gun movement to limit the passage of gun control legislation. The NRA's framing strategies thus help to partially explain the gun control paradox, which refers to the discrepancy between Americans' support for gun control legislation and the lack of legislation that is actually passed.