Gun Violence and the Marketing of Militarism

Between armed violence and fascism within the United States and the US government’s support for genocide abroad, manufacturers of weapons are profiting wildly. Within the US, arms producers are responsible for fueling war crimes in Gaza and mass shootings across the United States. The profit models of these companies are the same: more violence means more customers. Stoke the fear, fury, and legitimacy of conflict to sell more of your product. Generate a public culture receptive to the idea of weapons as the answer to insecurity, including through the construction and entrenchment of gender and racial power dynamics.

Profitmaking requires marketing. Enter the so-called militainment industry—the marketing of guns and militarism through films, television, video games, and now social media influencers. Gun manufacturers and military agencies, especially in the United States, have long had an outsized influence on the entertainment industry, and they use gendered and racialized tropes to promote gun sales along with a wider culture of militarism, war, and armed violence. But over the last two decades, the methods by which gun manufacturers and other military contractors have been able to influence people across many geographies—in particular young, white, cisgendered, heteronormative men—have become increasingly insidious. And the ramifications for violence are profound.

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