Post-Sandy Hook and then again post-Parkland, the gun control industry really kicked into high gear. As we’ve proven time and time again, gun control advocates and their enablers in the media base their arguments — such as they are — on dubious scientific studies. They shamelessly, artlessly cherry-pick and twist data to bolster their appeal.

And no wonder. The facts simply do not support gun control advocates’ anti-gun agenda. Which is why emotional appeals are their primary “weapon” in their endless fight to restrict Americans’ Constitutionally protected right to keep and bear arms.

To that end, the gun control industry creates videos like the one above and manipulates the language itself. Here’s a guide to some of the euphemisms and hot button terms gun control advocates use to control the conversation about guns. See what they did there?

“A conversation about guns” – Both gun rights and gun control advocates abhor armed criminals, madmen and terrorists. And yet gun control advocates have no desire to discuss anything with gun rights advocates. Not (real) gun safety. Not enforcement of current laws. Nada. What they really mean: listen to us, not them.

“Assault rifle” – Technically, an “assault rifle” can switch between semi-automatic (one round fired per trigger squeeze) and fully automatic (multiple rounds per trigger squeeze). Also, any rifle that can be used to “assault” can also be used to “defend.” What they really mean: ban all rifles that don’t look like traditional hunting rifles.

“Military-style rifle” – There’s no technical definition for a “military-style” rifle. But gun control advocates know one when they see one: the AR-15. That said, any rifle without a wooden stock, and many with them (e.g., the AK-47), qualify. What they really mean: ban all rifles that don’t look like traditional bolt-action hunting rifles. And some that do.

“Weapons of War” – America’s Founding Fathers created the Second Amendment to ensure that citizens would always have access to firearms suitable for warfare (as opposed to, say, duck hunting). The gun control industry uses the term to attempt to capitalize on the Supreme Court’s opinion (expressed in Heller) that it’s OK to ban machine guns. What they really mean: ban all rifles that don’t look like traditional bolt-action hunting rifles.

“High-Capacity Magazine or Clip” – The gun control industry uses the term “high-capacity” magazines or “high-capacity clips” to mislead people into believing that standard capacity ammunition magazines (e.g., an AR-15’s 30-round magazine) are crazy and inherently dangerous. What they really mean: ban all ammunition magazines that hold more than 10-rounds.

“Gun Show Loophole” – While gun dealers must run an FBI background check on all purchasers and record the transaction, Americans can buy and sell firearms to each other without running a check or notifying the government. Background checks don’t prevent crime, but the gun control industry wants government supervision of all private sales. What they really mean: the government should control — and ultimately restrict — all firearms sales.

“Common sense gun control” – The dictionary definition of common sense: “sound and prudent judgment based on a simple perception of the situation or facts.” The gun control industry uses the term to lead Americans into short-circuiting rational contemplation of the facts. What they really mean: support gun control—any gun control—because you feel bad about people being shot.

“High Powered Rifle” – This term is used for any long gun chambered in a caliber larger than .22LR. Try explaining to anyone in a red t-shirt that the typical hunting rifle is far more powerful that the average AR-15. If it’s long and black and scary-looking, it must be banned. What they really mean: outlaw any rifle more powerful that a Daisy Red Ryder or a bolt action .22.

“I support the Second Amendment” –  The gun control industry wants laws that violate the Second Amendment (“A well regulated Militia, being necessary to the security of a free State, the right of the people to keep and bear Arms, shall not be infringed”). But they know that won’t play in Peoria. So they add the word “but” after voicing their 2A support. What they really mean: I want you to believe I support the Second Amendment even though I don’t. At all.

“We Are Better Than This” – The Brady campgain popularized this slogan years ago and it keeps popping up here and there.  What they really mean: Americans need to transcend (i.e., ignore) their Constitutionally-protected right to keep and bear arms in order to stop innocent people from being shot.

“Gun Violence” – Suicides account for around two-thirds of all firearms-related deaths. Accidents represent a tiny fraction of the total. The majority of firearms-related homicides are related to criminal activity (usually connected to gangs and illegal drugs). The civilian disarmament industry lumps them all together to pin responsibility on an inanimate object (a gun). What they really mean: feel guilty for not supporting gun control.

“Gun Safety Organization” – Go ahead and Google that term. We’ll wait. What you find is a startlingly complete list of civilian disarmament fronts like Everytown for Gun Safety, Moms Demand Action, something called the Gun Safety Alliance and the Coalition to Stop Gun Violence. None of these orgs have anything to do with actual gun safety (i.e., the safe, responsible handling and use of firearms). Instead, they’re only remit is infringing on your right to keep and bear arms every way they can. What they really mean: plucky grassroots groups of victims and parents who fight the gun lobby and just want everyone to be safe.

Please add to the list below and we’ll add them above.

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