Contrary to the familiar chatter of the gun industry and the gun lobby, firearms ownership has declined dramatically over the past 35 years. From 1972 to 2006, the percentage of American households that reported having any guns in the home has dropped nearly 20 percentage points: from a high of 54 percent in 1977 to 34.5 percent in 2006. During the period 1980 to 2006, the percentage of Americans who reported personally owning a gun dropped more than nine percentage points: from a high of 30.7 percent in 1985 to a low during the survey period of 21.6 percent in 2006. Or to look at it another way, nearly two thirds of American homes are gun free, and more than three quarters of Americans do not personally own a gun...the political might of both the NRA and the gun industry relies on consistently overestimating the number of Americans who own guns. To publicly acknowledge that the gun culture in America is fading away, and that they are a clear minority, undercuts their political power.

It’s an unbelievably sad commentary that high-profile shootings occur frequently enough that we know the National Rifle Association’s rote four-step crisis management response.
One. Don’t talk to the press. You don’t want the NRA’s name associated in the public’s mind with mass shootings and the inevitable carnage that results from our nation’s lax gun policies. You want to make sure that the last thing anyone associates with a gun massacre is firearms and those who promote them. To argue to the American public that 32 dead college students and teachers is, as the NRA says, “the price of freedom” is far more difficult when the cost is seen with graphic horror, the faces and stories of the lives lost confronting us. The NRA depends on gun violence being an abstract concept to most Americans. Mass shootings make it all too real.
Two. If the press coverage is broad enough, issue a statement expressing sympathy for the victims. If not, ignore them.
Three. When the shooting no longer dominates the news cycle, abandon the bunker and rebuke any and all who have dared to call for gun control. Be sure to indignantly argue that anyone calling for measures to control guns is exploiting tragedy for “political gain.” And be sure to attack the news media for actually covering the story.
Four. Work to stop measures to address America’s growing gun problem that may be proposed in the wake of the shooting.
Repeat as necessary.

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In a terrifying example of progress outpacing common sense, the handgun industry is poised on the brink of the first major change in concealable firearms in this century--plastic handguns.
Incorporating resilient, lightweight, corrosion-proof polymers into their design, plastic handguns will render metal detectors ineffective. When broken down into their component pieces, they will easily deceive X-ray machines.
This new generation of handgun will appeal to numerous gun aficionados for a variety of reasons, but will be best suited for one in particular: terrorists. Unfortunately, we already have a glimpse of the future. Austrian plastics manufacturer Gaston-Glock has developed the Glock 17, the first handgun in the world to employ plastic in its structural design. This "handgun of the future" is almost half plastic. Only three of its major components are metal: the barrel, slide and spring. Including its clip, the 33-piece gun weighs only 23 ounces and can be field-stripped and reassembled without tools.

Across America, the firepower in the hands of gun owners of varying stripes is increasing dramatically. The reason: assault weapons. Drug traffickers are finding that assault weapons—in addition to 'standard issue' handguns—provide the extra firepower necessary to fight police and competing dealers. Right-wing paramilitary extremists, in their ongoing battle against the "Zionist Occupational Government," have made these easily purchased firearms their gun of choice. And rank and file gun aficionados—jaded with handguns, shotguns, and hunting rifles—are moving up to the television glamour and movie sex appeal of assault weapons. The growing market for these weapons—coupled with a general rising interest in the non-sporting use of firearms—has generated an industry of publications, catalogs, accessories, training camps, and combat schools dedicated to meeting its needs.

In the wake of three high-profile school shootings in one week, the last committed by an apparently law-abiding gun owner until he pulled the trigger executing five Amish schoolgirls, America will once again go through the now-predictable exercise of trying to identify any single, possible factor for these gun deaths—except for the guns themselves. On television news, anchors refer to the school shootings as “unavoidable,” as if such mass shootings are the bastard children born of hurricanes and snowstorms.

Year after year, our findings are consistent: States with stricter gun laws and lower rates of gun ownership have some of the lowest overall gun death rates in the county. Conversely, states with lax gun laws and higher rates of gun ownership have the nation’s highest gun death rates.

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One of the greatest talents of the National Rifle Association and the gun industry has been their ability exploit high-profile events to pump up gun sales: Bill Clinton, the Brady Bill, the federal assault weapons “ban,” Y2K, September 11th, and now, of course, Barack Obama. Regardless of the event, the solution remains the same: buy a gun. And if industry and gun fan mags are any indication, it should be an AR-15 assault rifle.

The Freedom Group, a “family” of gun companies cobbled together by Cerberus Capital Management (the former owners of Chrysler, among many other things), has just filed new documents with the Securities and Exchange Commission (SEC) in anticipation of a long-threatened stock IPO (Initial Public Offering). And the picture isn’t pretty.
Freedom Group companies run the gamut from sporting arms to assault weapons. In addition to Bushmaster and DPMS (two leading manufacturers of AR-15 type assault rifles), companies and brands that comprise Freedom Group include: Remington, Marlin, Harrington & Richardson, New England Firearms, L.C. Smith, Dakota Arms, Advanced Armament Corporation, and Barnes Bullets. Freedom Group states that it has the number one U.S. market position in shotguns (31 percent), ammunition (33 percent), traditional rifles (37 percent), and “modern sporting rifles” (48 percent).

Today's National Rifle Association is essentially a de facto trade association masquerading as a shooting sports foundation. So the NRA does the bulk of lobbying for the industry. You know, you hear the NRA talking about their opposition to an assault weapons ban, their opposition to raising the age for the purchase of a long gun from 18 to 21 years of age. And they try to frame it in terms of freedom and history and, you know, sort of the sacred nature of firearms.
Well, the reality is that's bad for the industry to pass those laws. If you ban assault weapons, that wipes out what they rely on as a recent profit center. If you raise the age for purchase of a long gun, which includes assault rifles, then you add three more years to the timeframe before a young person can buy a gun. So it's very important to understand the political battle in terms of the interests of the industry and in terms of marketing.

The bottom line is, guns beget gun violence...private citizens rarely use guns to kill criminals or stop crimes...For every time a person used a gun to kill in a justifiable homicide, 34 innocent lives were ended in criminal gun homicides...Why does the gun industry persist in its lies? Short answer: to make money...Relying on a gun for self-defense is much more likely to result in tragedy than protection — 34 times more likely, according to our study. Guns don’t protect us. They kill us.

The Glock pistol reportedly used by alleged South Carolina mass killer Dylann Roof stands as a stark example of the gun industry’s marketing of increased lethality. Since the mid-1980s, increased firepower and capacity have defined the products of the gun industry — of both U.S. and foreign manufacture.
Glock pistols have been part of the arsenals of some of the most infamous mass shooters in the United States, including the 2007 Virginia Tech shooting, which left 33 dead and 17 wounded, as well as the January 2011 attack at a Tucson, Arizona Safeway parking lot by Jared Loughner which left six dead and 13 wounded — including then-U.S. Representative Gabrielle Giffords. Examples of additional mass shootings involving Glock pistols include:
* The 2012 attack at a Sikh Temple in Oak Creek, Wisconsin that left seven dead (including the shooter).
* The 2012 mass shooting at the Century Aurora 16 movie theater that left 12 dead.
* A 1999 shooting at a Xerox Office Building in Honolulu, Hawaii, that left seven dead.
* A 1999 shooting in Springfield, Oregon, where the 15-year-old shooter killed his parents, and then went to school where he killed two of his classmates.
* A 1998 workplace shooting at the Connecticut State Lottery Headquarters where the shooter killed four before taking his own life.
* The 1991 shooting at Luby’s Cafeteria in Killeen, Texas that left 24 dead (including the shooter).

The modern era of mass-casualty public shootings was inaugurated when James Huberty decided to go “hunting for humans” with an UZI Carbine at a McDonald’s restaurant in San Ysidro, California on July 18, 1984....
And since that horrific attack at McDonald’s in 1984 that left 21 dead, including numerous children, and 19 wounded, the list of towns and institutions that will forever be associated with mass shootings continues to grow: Cleveland Elementary School in Stockton, California; Columbine High School in Littleton, Colorado; a hunting camp in Birchwood, Wisconsin; a mall in Omaha, Nebraska; an IHOP in Carson City, Nevada; a movie theater in Aurora, Colorado; Sandy Hook Elementary School; a military installation in Chattanooga, Tennessee; Planned Parenthood; and now San Bernardino.

A gun-control movement worthy of the name would insist that President Clinton move beyond his proposals for controls -- such as expanding background checks at gun shows and stopping the import of high-capacity magazines -- and immediately call on Congress to pass far-reaching industry regulation like the Firearms Safety and Consumer Protection Act introduced by Senator Robert Torricelli, Democrat of New Jersey, and Representative Patrick Kennedy, Democrat of Rhode Island. Their measure would give the Treasury Department health and safety authority over the gun industry, and any rational regulator with that authority would ban handguns.
Real gun control will take courage. In the long run, half-measures and compromises only sacrifice lives.