The NRA and me

The Florida school shooting earlier in February has provided some particularly compelling examples of development communications in practice. I keep thinking about Downing's description of participatory communications as empowering "those most affected." In terms of mass shootings in the U.S., previous groups of parents, lawmakers, and citizens have certainly rallied and tried to affect change. So what's different this time? I think it's that the "those most affected" group was the discreet group of young people who survived the shooting at their school. Their vulnerability in terms of trauma and power structures became their strength, and they were empowered to speak for themselves rather than being buffered by parents and other adults. They are motivating change where others could not. 

The students' represent a clear message for change: The failure of adults to enact gun control is killing children, i.e., children's survival depends on gun control. This is a change from more abstract messages about how we manage the purchasing of guns, or the mental health of gun owners, or the political framing of "freedom" to own a gun. It is now turning to accusations of "blood money" for taking NRA funding, and masses of companies are cutting ties with the NRA and conglomerates who manufacture weapons. 

Here in Canada, Mountain Equipment Co-op (MEC) is being pressured to stop its distribution of outdoor gear made by a U.S. weapons manufacturer. I am an MEC member and this news made me realize that it's not just the NRA standing in the way of gun reform, it's me. Never have the negative impacts of my ignorance around my purchasing decisions been clearer. And it made me think about the way that organizations like MEC are being held to higher standards of social responsibility. Apparently, “very few boycotts ever result in a significant change in consumer behavior.” When they are effective "it’s because the announcement has grabbed the attention of the media and threatened the reputation of the company.” In this case, the downward spiral of the NRA's corporate reputation may be enough to end the tyranny of influence that has stood in the way of meaningful gun laws in the US. 


#NEVERAGAIN