While much scholarship has explored the framing of gun policy, the bulk of that work has focused on general themes or arguments made in support or opposition to gun control. This study offers a more nuanced examination of the framing in the gun policy debate, utilizing the Narrative Policy Framework (NPF) to identify rhetorical and political strategies of gun control and gun rights organizations. Drawing on a data set of more than 58,000 Facebook posts by 15 gun policy organizations, I examine how groups portray the victims of gun violence, particularly with respect to the race and age of victims. I also examine the types of gun violence that groups emphasize on social media. The findings suggest that gun control organizations seek to broaden the scope of debate by focusing on child victims and on mass shootings. Gun rights organizations pursue a similar strategy, but with a focus on self‐defense shootings. Despite the fact that gun violence primarily affects minorities, both types of organizations rarely mentioned race. I attribute this to groups' efforts to emphasize proximate and positively constructed characters. This research suggests that both types of organizations systematically distort the nature of the gun policy problem.
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