Ayala: Gunmaker made toxic masculinity a marketing strategy

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Ayala: Toxic masculinity was at the root of Sandy Hook school massacre

United States News, United States Headlines

While Hannah D’Avino, left, speaks, Mary D’Avino holds a picture of her daughter Rachel, who was killed in the 2012 massacre at Sandy Hook Elementary School in Connecticut. Twenty people were shot dead, including 20 first-graders.The marketing campaign for the Bushmaster AR-15-style rifle was simple and direct.“Consider Your Man Card Reissued,” said one of the ads that gun manufacturer Remington Arms used to promote sales of the semi-automatic rifle.

On Tuesday, the families of nine victims of the 2012 Sandy Hook Elementary School massacre in Newtown, Connecticut, settled their lawsuit against Remington for $73 million. The gunman, Adam Lanza, used a Bushmaster to kill 26 people, including 20 first-graders. The Sandy Hook plaintiffs got around that shield by arguing that Remington’s marketing of the Bushmaster violated state consumer protection laws by using hypermasculine themes to appeal to unstable young men such as Lanza.

Still, only a small measure of justice was achieved. How could it be otherwise in a case involving the deaths of 20 children and six educators?

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