Serving macho vanity
by digby
What’s the story with the AR-15?
THE phone rings again at Pasadena Pawn and Gun, and a familiar question comes down the line: “Got any ARs?”
The answer is no. Pasadena Pawn and Gun, a gun retailer and pawnshop 15 miles south of Baltimore, is pretty much sold out of America’s most wanted gun, the AR-15-style semiautomatic rifle. Since the massacre in Newtown, Conn., in December, the AR-15, the military-style weapon that the police say was used in the shootings, has been selling fast here and across the nation.
Before Newtown, the rifles sold for about $1,100, on average. Now some retailers charge twice that. At Pasadena Pawn, on the wall behind glass counters of handguns, are three dozen or so AR-15-style rifles. Dangling from nearly every one is a tag that says “Sold.”
“The AR-15, it’s kind of fashionable,” says Frank Loane Sr., the proprietor. His shop has a revolving waiting list for the rifles, and a handful of people are now on it. “The young generation likes them, the assault-looking guns.”
It turns out that this has been a masterful marketing campaign by the gun manufacturers — in response to gun control legislation:
When certain rifles and features were banned under federal law from 1994 to 2004, gun makers tweaked their manufacturing specifications — and introduced more AR-15-style rifles than ever. With ads celebrating the rifle’s military connections, they lured a new and eager audience to weapons that, not long ago, few serious gun enthusiasts would buy.
I have been asking people in the know what it is that responsible, non-psycho murderers use this weapon for. And I can’t get much of an answer.
In a piece today on humanevents.com titled “The AR-15: The Gun Liberals Love to Hate,” NRA president David Keene blasted those critics who “neither understand the nature of the firearms they would ban, their popularity or legitimate uses.” Keene noted there are several valid, non-murderous uses for rifles like the AR-15—among them recreational target shooting, hunting, and home defense—and argued that law-abiding firearms owners shouldn’t be penalized because of homicidal loners who use semi-automatics like the AR-15 for criminal purposes.
I generally consider myself a Second Amendment supporter, and I haven’t yet decided where I stand on post-Newtown gun control. I would own a gun if New York City laws didn’t make it extremely difficult to do so. But I nevertheless find Keene’s arguments disingenuous. It’s odd to cite hunting and home defense as reasons to keep selling a rifle that’s not particularly well suited, and definitely not necessary, for either. Bolt-action rifles and shotguns can also be used for hunting and home defense. Unfortunately, those guns aren’t particularly lucrative for gunmakers. The lobby’s fervent defense of military-style semi-automatic weapons like the AR-15 seems motivated primarily by a desire to protect the profits in the rapidly growing “modern sporting rifle” segment of the industry.
The AR-15 was designed in 1957 at the behest of the U.S. Army, which asked Armalite to come up with a “high-velocity, full and semi auto fire, 20 shot magazine, 6lbs loaded, able to penetrate both sides of a standard Army helmet at 500 meters rifle,” according to ar15.com. When it entered Army service in the 1960s, it was renamed the M16, in accordance with the Army Nomenclature System. “AR-15” came to refer to the rifle’s semi-automatic civilian equivalent. From 1994 to 2004, AR-15-style rifles were subject to the now-expired Federal Assault Weapons Ban. Since then, the rifle and others like it have become tremendously popular. Last month, I estimated that upward of 3.5 million AR-15-style rifles currently exist in the United States. People like the rifle because it is modular and thus customizable (one article calls the AR-15 “perhaps the most flexible firearm ever developed; in seconds, a carbine can be switched over to a long-range rifle by swapping upper receivers”), because it is easy to shoot, and because carrying it around makes you look like a badass.
But the AR-15 is not ideal for the hunting and home-defense uses that the NRA’s Keene cited today. Though it can be used for hunting, the AR-15 isn’t really a hunting rifle. Its standard .223 caliber ammunition doesn’t offer much stopping power for anything other than small game. Hunters themselves find the rifle controversial, with some arguing AR-15-style rifles empower sloppy, “spray and pray” hunters to waste ammunition. (The official Bushmaster XM15 manual lists the maximum effective rate of fire at 45 rounds per minute.) As one hunter put it in the comments section of an article on americanhunter.org, “I served in the military and the M16A2/M4 was the weapon I used for 20 years. It is first and foremost designed as an assault weapon platform, no matter what the spin. A hunter does not need a semi-automatic rifle to hunt, if he does he sucks, and should go play video games. I see more men running around the bush all cammo’d up with assault vests and face paint with tricked out AR’s. These are not hunters but wannabe weekend warriors.”
In terms of repelling a home invasion—which is what most people mean when they talk about home defense—an AR-15-style rifle is probably less useful than a handgun. The AR-15 is a long gun, and can be tough to maneuver in tight quarters. When you shoot it, it’ll overpenetrate—sending bullets through the walls of your house and possibly into the walls of your neighbor’s house—unless you purchase the sort of ammunition that fragments on impact. (This is true for other guns, as well, but, again, the thing with the AR-15 is that it lets you fire more rounds faster.)
I’m going to assume that gun owners know all this. What they may not know is that they are marks for the gun manufacturers:
AR-15-style rifles are very useful, however, if what you’re trying to do is sell guns. In a recent Forbes article, Abram Brown reported that “gun ownership is at a near 20-year high, generating $4 billion in commercial gun and ammunition sales.” But that money’s not coming from selling shotguns and bolt-action rifles to pheasant hunters. In its 2011 annual report, Smith &Wesson Holding Corporation announced that bolt-action hunting rifles accounted for 6.6 percent of its net sales in 2011 (down from 2010 and 2009), while modern sporting rifles (like AR-15-style weapons) accounted for 18.2 percent of its net sales. The Freedom Group’s 2011 annual report noted that the commercial modern sporting rifle market grew at a 27 percent compound annual rate from 2007 to 2011, whereas the entire domestic long gun market only grew at a 3 percent rate.
This is what these guns are all about, not personal safety, not hunting, not “government tyranny.”
It’s fashion:
In other words, most of the people who are rushing to buy this weapon are just being predictable consumers of macho imagery. Considering that the weapon really isn’t useful for anything but mowing down large numbers of people, which all but a small handful of people who own these guns will never do, all this caterwauling about the Second Amendment is overwrought. This is about masculine vanity and consumerism. Which means the whole debate is silly when you think about the downside of what happens when that very small minority of crazies get their hands one one. Is it really worth it?
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