Friday Assignment #3

This post will look at how emotions of social movements can play a major role in recruiting members, keeping members involved in the particular cause, or even the strategies used by members of the social movement. The tactics used by an organization will also be looked at. For several years, emotions have been seen as irrational, being uncontrollable, and seen as a negative aspect of protesters or social movement participants. In fact, emotions shape the goals of actions, and without them, social action might not even happen at all. Emotions help explain why people might join a particular group, and they are also used during protest activities to “create ties among fellow members and feelings toward institutions, people, and practices outside the movement…” (Jasper Pg 175, 180)

There are several emotions which the National Rifle Association uses to gain members in their organization. First, there is a solidarity or loyalty created between gun owners that makes them feel connected to each other. They view themselves differently than non-gun owners, and this could possibly cause them to join and stay in the NRA, or one of the smaller pro-gun groups. Along with solidarity, the NRA tries to create emotions of American pride and patriotism. According to the NRA, they are fighting for your rights as an American citizen, and the government and other gun control groups are trying to take that away on a daily basis. The NRA tries to instill in its members that they are true American citizens, and it is this emotion that translates into their action, which we will discuss in a bit. The thought that their guns will be taken away can also lead to an emotional response of fear, that their right to bear arms will no longer exist. One quick look at the NRA news sections on their web site will also show you they are trying to create a sense of suspicion and paranoia in potential recruits and members. There are constantly articles about how the government is trying to make a new law at the local, state, federal level that will take away all or part of gun rights. The NRA creates mistrust about democratic-led government, whether it be the Congress or President. Google the terms “Obama and Ammo,” and you will discover page after page of blogs and news articles discussing how Obama is going to tax or take away ammo and handguns. This creates a sense in NRA members that action is needed.

Several of these emotions then translate to the actions, or tactics, which are used by the NRA. Common tactics used by other groups in the past include sit-ins during the 1960’s used in the Civil Rights Movement. Environmental groups used a “send-back” campaign against McDonald's where they mailed food packaging back to their corporate office in order for them to stop using foam. (Wapner Pg 230) Tactics can also include protests, both violent and nonviolent, and boycotts, among others. The most significant of the emotions concerning pro-gun individuals is the one concerning American pride, patriotism, and an American tradition. I think this translates to actions being taken through what appear to be normal channels. With almost four million members and millions of dollars (back in 2000) (http://www.nytimes.com/2000/07/24/us/gun-control-groups-use-nra-tactics-for-fall-elections.html), the NRA uses tactics such as letter writing to congressmen, voting in local, state, and national elections, lobbying at every level of the government, and if need be, suing the government when laws seem unconstitutional. Another tactic used is one of knowledge and education. The NRA web site is filled with news regarding any gun legislation that is upcoming; also, there are links to gun laws, hunting laws, and any other possible bit of information regarding guns. The NRA is also a big proponent of gun safety education, certification, and training.

The “face” of the organization does not appear to be different in regards to how it looks to the public, members, or potential recruits. The face they put forth is one of emotional response. They are digging into one of American’s primal emotions, one of freedom. On the NRA’s web site, in news articles about them, and in television interviews, they often label the right to bear arms as a “unique freedom” held by Americans in this great nation. I do not think it is possible for the “face” of the organization to be different concerning the public, potential recruits, and members because all information they give is free on their web site, and most aspects of the group can be had even by non-members. It appears the NRA wants as much information regarding the right to bear arms out in the public in order to gain more members, or even instill an emotional response in Americans that will cause them to join the NRA, participate in an event, or just donate money to the cause.