NRA Women:: From Victimization to Branded Content as a Strategy to Attract Female Audience to Gun Culture on Instagram

• de Cepeda Aparicio , Leyre ^[1] ; Rubira-García , Rainer ^[1] ; Zaharia, Ana Maria ^[1]
  1. [1] Universidad Rey Juan Carlos

     Universidad Rey Juan Carlos

     Madrid, España

     
• Localización: Comunicación y Género, ISSN-e 2605-1982, Vol. 6, Nº. 2, 2023, págs. 77-88
• Idioma: inglés
• DOI: 10.5209/cgen.92004
• Enlaces
  • Texto completo
• Resumen
  • español

     La Asociación Nacional del Rifle (NRA, por sus siglas en inglés) tiene cuentas enfocadas a mujeres en diferentes redes sociales con el fin de atraerlas a la cultura de armas mediante estrategias de promoción innovadoras cuyos objetivos son influir y construir una imagen positiva del grupo. Aquí analizamos las formas de atraer ese público femenino de la NRA en Instagram, considerando los tipos de representaciones y roles representados y cómo los seguidores interactúan. El período elegido está enmarcado por las midterm elections del 8 de noviembre de 2022, como un momento clave en el que aumentaron los debates públicos sobre la cultura de armas. Para ello, se ha realizado un estudio cuantitativo y cualitativo de la cuenta oficial de Instagram @NRAWomen, que incluye análisis de datos sobre publicaciones, interacciones y reacciones. Asimismo, se ha realizado un análisis de contenido cualitativo sobre los posts más populares. Los resultados muestran claras acciones centradas en la publicidad y rentabilidad de las marcas, así como el uso sistemático de estrategias de captación basadas en el entretenimiento patrocinado.

  • English

     The National Rifle Association (NRA) has created accounts for women on different social networks to attract them into gun culture using innovative advocacy strategies aiming not only to influence their audience but also to build a positive image of the group. Here we analyze the ways of attracting the NRA female target on Instagram, considering types of women representations and roles depicted and how followers engaged during the American Midterm elections of November 8, 2022, as a key moment when public debate about gun culture increased. For this, a quantitative and qualitative study of the official Instagram account @NRAWomen has been conducted, which includes data analysis on publications, interactions, and reactions. Also, we have performed a qualitative content analysis on the most popular posts. The results show clear advertising and brand centered profitable actions as well as the systematic use of recruitment strategies based on sponsored entertainment.

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