The Rise of Self-Defense in Gun Advertising, The American Rifleman, 1918-2017

Speaking with John Johnston about gun advertising (among other topics) for a future episode of Ballistic Radio yesterday made me realize I never posted the published version of my work analyzing gun advertisements in The American Rifleman. 

So, here is the citation and a link to the book chapter: David Yamane, Sebastian L. Ivory, and Paul C. Yamane, “The Rise of Self-Defense in Gun Advertising: The American Rifleman, 1918-2017,” in Jennifer Carlson, Kristen Goss, and Harel Shapira, eds., Guns: Interdisciplinary Approaches to Politics, Policy, and Practice (New York: Routledge, 2019).

I am currently writing up a replication study using advertisements in Guns magazine from 1955-2019, which I presented at the American Society of Criminology annual meetings in San Francisco this month. I will post a link to that paper when it is ready.


  1. […] transition from Gun Culture 1.0 to Gun Culture 2.0 is to look at the content of gun advertising. Examining advertising in The American Rifleman over the 100 years from 1918 to 2017, my co-authors and I have documented the decline in Gun Culture 1.0 (hunting and sport/recreational […]


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