Oh my

Just in case you haven’t seen this crazy new NRA video yet:

And some solid context from Zach Beauchamp:

It’s not hard to figure out what the narrative is here. A liberal insurgency is destroying American society. The “only way” to protect yourself from this surge in left-wing violence (a made-up threat, to be clear) is to donate to the NRA — an organization that exists solely to help people buy guns.

The ad isn’t an outright exhortation to violence. NRA ads never are. But the NRA has a very long history of using apocalyptic, paranoid rhetoric about the collapse of American society in order to sell people on the notion that they need to act now to preserve their gun rights…

The problem with this rhetoric isn’t, again, that it’s telling people to use violence against others. It’s that it functions as a kind of anti-politics — casting the NRA’s political opponents as devious enemies who can’t be opposed through normal politics. Republicans control all three branches of government and a large majority of statehouses nationwide. There is literally zero chance that any kind of major gun control passes in America in the foreseeable future.

The threat, instead, is from a kind of liberal-cultural fifth column: People who are acting outside of legitimate political channels to upend American freedoms, through protest and violence. It’s a paranoid vision of American life that encourages the NRA’s fans to see liberals not as political opponents, but as monsters.