Media as an agent of social, political, cultural change in confronting gun violence in America

Introduction

In 2018, USA observed 121 mass shootings which resulted in 6,284 deaths and over 11,000 injuries(Gun violence archive report, 2018). In fact, according to Center For Disease Control and Prevention, 1994(gun death data) and Congressional Research Service, 2010, since 1968 there have been 1,516,863 deaths on US territory in gun-related violence(Chalabi, Mona, The Guardian, Oct.6, 2017). This statistics alone makes us realize, how big the problem of gun violence in America is. According to a weekly medical journal, The Lancet, an average of 90 deaths are caused in USA in a day and some two-thirds are suicide committed using guns(Devi, Sharmila, 2016). While the world is aware of this problem with the help of the media, media has played a determining role in the on-going gun control movement in America. This paper, henceforth, tends to examine the role of broadcast and social media in bringing social, political and cultural change, as far as confronting gun violence in America is concerned. The paper progresses in highlighting the fact that how more Americans have died from guns since 1968 than in all wars in the US history(including Civil Wars, two World Wars and the conflicts in Korea, Vietnam, Iraq and Afghanistan)(Gabor,Thomas,2016)and how successful media has been in highlighting this fact. Finally, the paper examines the impact created by the media in morphing gun violence into a national movement of young Americans to fight NRA(National Rifles Association) and force the US Government to bring stringent gun laws. Using media theories, this paper concludes reiterating the impact of media in the American gun control movement.

Role of Broadcast Media

A number of academic journals, articles, blogs, books have been written in US addressing the problem of gun violence. Some of them have also been successful in creating major impact and have sparked intense national and international debates. Various other forms of media have also highlighted the need for change in American culture and society in order to confront gun violence. However, the broadcast media have played the most fulfilling role in putting pressure on the government and the US Congress for tighter gun laws. Corporate lobbyists and NRA(National Rifle Association) have often been grilled by the broadcast media in US for investing in political races. In fact, in the 2016 US election, NRA spent USD 11,438,118 to support Donald Trump (Morris, Chris, Fortune, Feb 15, 2018). This revelation ignited debates on various media houses across the world and questioned NRA’s political funding and its role in expanding gun owners’ rights. Gun violence have often dominated news in the American media and at times the manner in which broadcast media frames it, has created an impact on public opinion and ultimately on public policy(Iyengar, Shanto, 1989). For instance, the media’s focus on the recent gun violence post Marjory Stoneman Douglas High School shooting in Parkland, Florida has had a marked impact on the perceptions of Americans regarding gun control. It also changed the overall American population’s support for gun control. CNN was one of the major American broadcaster to conduct national debates on gun control which has forced federal lawmakers to enact national legislation increasing gun restrictions. The 2012 shooting at Sandy Hook Elementary School in Newtown and repeated media trial thereafter, served as an impetus for drafting stronger gun laws. And after the Feb.14, 2018 Parkland shooting forced Rhode Island and Connecticut state governors to sign bill banning bump stocks and increase gun restrictions for people convicted on domestic abuse(Park, Madison, CNN, June 1, 2018). Over the last few years, the media in particularly broadcast has highlighted various reasons for gun violence in America which has brought the attention of the general public and have forced the law makers to act. For instance, when national debates across televisions in America pointed mental health issues, easy access to weapons and gun culture as reasons for escalating gun-related violence, many federal agencies began to dedicate resources to address the issue. Many Hollywood celebrities have used the platform of broadcast media to address the issue of gun control and it has generated impact. For instance, American Television host Ellen DeGeneres invited Parkland shooting survivors to her show and gave them a cheque of $50,000 from the show’s partner Shutterfly as funding for organizing ‘March for Our Lives’ in Washington this year(Cerullo,Megan, Feb.23,2018, Daily News). This created a major step in reaching to a large number of Ellen’s followers and it also captured the attention of the media around the world in debating on greater policing of illegal gun sales, background checks and increased scrutiny of gun purchasers at gun shows (Parham-Payne, Wanda).

Role of Social Media

Social media have often ignited debates on the role of guns in American society. It has the ability to facilitate interactive communication and content exchange between people, organizations and government(Jinl,Yan; Fisher Liu2,Brooke; L. Austin,Lucinda, 2014). For instance, the impact of social media was clearly perceptible post Feb.14, 2018 Parkland shooting that left 17 people dead. Some teenagers like David Hogg, Emma Gonzalez, who emerged as prominent gun-control activists, used Twitter’s Periscope app and began broadcasting live students reaction which drew over 33,000 viewers(Campo-Flores,Arian; Hong,Nicole,Feb.23,2018, The Wall Street Journal). In no time #NeverAgain became a nationwide phenomenon on Twitter, Facebook and Instagram and celebrities like Oprah Winfrey and Steven Spielberg pledged millions of dollars in fund raising. According to Rutgers University Professor Elizabeth Matto, it clearly represented the power of social media in social, political change as by using the social media, the students were not only successful in raising awareness but also in influencing the government. Similarly, social media was also successful in instigating debates on gun control post 2017 Las Vegas shooting which left 59 dead and 100s injured. Celebrities used various forms of social media to condemn such violence and demanded reform in gun laws and stringent background checks in hotels, schools and public places (Howard Bauchner, MD1; Frederick P. Rivara, MD, MPH2; Robert O. Bonow, MD, MS3; et al,2018). However, despite the relevance of social media, many researchers do not count social media as an accurate source as mainstream media(Wright & Hinson, 2009). This is because social media are often misused to spread ‘fake’ content. Nevertheless, social media have been successful is spreading awareness on issues related to gun violence like mental health and have raised several questions on how to combat gun violence in America.

Some of the common question asked on the social media were: Why there are lack of gun laws to reduce violence? Has greater access to guns by teenagers have raised suicide rates? What is federal government doing to check gun manufacturers and NRA? Why is it so important to own a gun in America?(Gabor, Thomas,2016). With escalating gun violence in 2018 and 2017, social media have started grilling NRA and the Trump administration and have pressurized the US Congress to amend gun laws for a violence-free America.

Social media has also been successful in providing voice to people with diverse backgrounds to raise their opinion on the gun control movement. For instance, many Non-Profit organizations are able to raise the issue of gun violence in American democratic society, with the help of social media(A.Auger,Giselle,2013). Many organizations like Every town for Gun Safety, Moms Demand Action for Gun Sense in America, Americans For Responsible Solutions, Law Center To Prevent Gun Violence, The Brady Campaign are some organizations which are actively using social media platforms like Facebook, Twitter, YouTube to ethically persuade people and government for change in America(Aron, Hillel,Oct.4, 2017, La Weekly). Thus many Non-profit organizations have been able to attain individual support in the form of donations and volunteers to raise awareness and fight for change, as far as gun control movement in America is concerned, with the help of the social media.

Impact of broadcast and social media

Media no doubt has been a powerful instrument for change in American politics. Media has played a pivotal role to influence legislation, as far as gun control is concerned. A number of movements in America highlighted by broadcast and social media have been able to dramatize the need for gun control. In fact, over the last few years, Americans have been victims of mass shootings in schools, colleges, workplaces, places of worship, movie theaters, nightclubs and shopping malls. Media has highlighted the fact that more Americans are vulnerable to die in mass shootings than due to health problems. This has led to a growing call for government action and demand for reforms in gun legislation and fight against gun lobbying and NRA(Gabor,Thomas, 2016). The recent High School shootings and major protest movements across United States and after repeated grilling by the broadcast media have forced law makers to pass a series of measures in various districts to tighten gun laws and ban of bump stocks. President Trump also promised for stronger background checks and restrictions based on age and mental health check. When the CEO’s of retails giants like Walmart and Dick’s sporting goods saw the massive protest movement with the help of broadcast and social media, they imposed new restrictions on ammunition sales and banned selling guns to teenagers under 21(TCA Regional News, Chicago, Mar.2018). There has been massive social and political change in USA with the ‘March For Our Lives’ protest Movement conducted by Parkland survivors, but many have also advocated for change in Gun culture with the help of the media. Many of the big gun-related violence like the 2017 Las Vegas shooting, Virginia shooting in 2007, Gay night club shooting in Orlando, 2016, Park land shooting in 2018 have gained a lot more media attention, which has also led to influence public opinion about guns and a demand for change in gun culture in United States. Following are some of the case studies related to some of the biggest mass shootings in the history of United States and the role of media post the massacre.

2016 Gay night club shooting in Orlando: The Pulse night club shooting was the deadliest shooting in the last 25 years in the history of United States in which 49 people were killed and several injured(BBC news report, June 15, 2016). People across the world using the social media condemned the incident and it also ignited the debate about gun control in the US Congress. Post the incident twitter rallied behind the hashtag #loveislove and #Orlando. Since the incident was considered to be the deadliest shooting in US history, it attracted the attention of international media and also drew condemnation from the LGBTQI community across United States. Continued rally and demonstrations sparked national debate on gun control. The than President Barack Obama also promised gun restrictions as a national security issue(ABC news, June 19, 2016). According to media reports, the attacker Omar Mateen used Facebook, pledging his allegiance to Islamic State and attacked to take vengeance for US airstrikes. The debate surrounding the attack on broadcast media forced the Obama administration to act towards gun control. However, little was achieved since Congress didn’t budge on the issue.

2017 Las Vegas shooting: The Las Vegas shooting which killed nearly 59 people was another major shooting in US history. Once again gun control ignited on television screens as Hollywood celebrities used social media to condemn the incident. Media highlighted the fact that gun sales have soared since the Sandy Hook shooting to 11 millions and this further raised debates in the US Congress. Debates were also raised about easy accessibility to guns, mental health issues and violent television programs affecting social behaviour(M. Zuckerman, Diana, 1996). People started demanding a change in gun culture with research and media reports highlighting the fact that guns are mainly used in case of suicide and homicides and guns are the main cause of deaths among children and youth under 21(National Center for Health Statistics). Various studies regarding possession of guns highlighted the fact in the media that teenagers have easy access to guns in America. The gun culture in America also reflected America’s love affairs with guns, easy availability of inexpensive and illegally obtained guns. Various documentaries, media reports, short movies raised awareness and made America fight against its gun culture for the safety of its people and children. With little outcome observed at US Congress after these mass shootings, Parkland shooting in 2018 triggered into a massive movement for change.

2018 Parkland Shooting: Barely few minutes after the Marjory Stoneman Douglas High School shooting in Parkland on February 14, 2018, social media out poured messages with hashtag #NeverAgain. It resulted in the massive protest movement for change. Following media trial and debates, questions were raised to sources of financial support and lobbying activities of NRA and why the legislators are influenced by NRA (Lee Carter,Greg). The media has constantly put pressure on the US Congress for change and stringent background checks for sale of weapons. Background checks have almost doubled from 2007 to 2014, since Obama administration took measures for stringent gun control laws(Chang,Alvin,2018). This was only possible after repeated debates on television, news and people’s demand for change.The Teenagers like David Hogg and Emma Gonzalez who became the face of gun control movement in USA, urged the government to take actions and listen to their demands of stringent gun laws. This movement is ultimately expected to lead to social, political, cultural change with the help of the media, as people are hungry for reforms in gun laws.

Theoretical evidence of media as an agent of change

Media has played a determining role in the gun control movement in the United States. Various theories of the media also delineates the fact that media has been able to project public opinion and influence public on the need for stringent gun laws. For instance, the theory of mediation reiterates how communication and media can influence manner and behaviour of viewers(L. Altheide, David, 1987, pp129–138). Viewers often get information from broadcast and social media which eventually motivates teenagers to be part of a movement for change. The gun control movement in America got so much attention of the teenagers only with the help of social and broadcast media. It eventually turned out to be the biggest movement in American history, since the civil rights movements. Thus, according to theory of mediation, media compatible with popular culture, shape and guide human interaction and behaviour. This eventually progresses towards reforms and changes and that’s why media is considered the fourth pillar in a democracy. According Spiral of Silence theory, when people are minority in a region, there is often a danger of isolation as they are not able to express themselves freely. But broadcast media and other forms of mass media can help majority people understand minority people’s extraordinary sensitivity and thus being able to represent them and their opinions (Noelle-Nuemann,Elizabeth). Similarly, a lot of people in America has suffered due to gun violence which also includes immigrants, Latin Americans, African, Asian and Indian community, and they are able to voice their opinion with the help of the mass media. Thus, media has been able to bring social, cultural change and give voice to people fighting for change, as far as gun control movement is concerned.

Conclusion

Perusing the role of broadcast and social media in confronting the Gun violence in America, this paper concludes that media has played a superlative role in addressing the issue. Both forms of media have been successful in creating and shaping public opinion and strengthening the democracy by supporting youth, teenagers and people from diverse backgrounds in American society. Media has proved to be the sword arm of the American democratic society as we have seen, its role in successfully putting pressure on the government, US Congress and NRA to change its gun policy. The ongoing gun control movement has been able to unite the whole country together and fight for change. This has been possible only because of the impeccable role of the mass media. At various mass shootings in American history mentioned above, both forms of media-broadcast and social have targeted the audience and have been able to shape their opinion on gun culture. At the same time, media has often been criticized for creating panic and spreading fake content with the help of the social media which has proved to be detrimental for the society. But simultaneously, the impact created by the media has been enormous. It has not only been successful in educating the masses but have also repeatedly reminded the government of its unfulfilled promises after every mass shootings in America. This has facilitated reforms and by exposing corruption within US Congress and NRA being one of the premier gun rights lobby group, paying huge ransom to politicians, people have been able to demand transparency in governance. Media have been able to highlight this fact and the gun violence in America can only come to an end with a change in gun culture with an impact created by the media.

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