The National Rifle Association released an odd video in June, complaining bitterly about American news organizations, public schools, popular culture, Barack Obama, and progressive activism. The diatribe made no mention of guns or the rights of firearm owners, which was probably not an accident: the NRA's central focus has apparently begun to shift away from its core mission.
This seemed equally obvious on Friday, when the far-right group released a follow-up online video, which also starred spokesperson Dana Loesch, and which also put a spotlight on the NRA's broad, new objectives.
"We the people have had it. We've had it with your narratives, your propaganda, your fake news. We've had it with your constant protection of your Democrat [sic] overlords, your refusal to acknowledge any truth that upsets the fragile construct that you believe is real life. And we've had it with your pretentious, tone-deaf assertion that you are in any way truth or fact-based journalism.
"Consider this the shot across your proverbial bow. We are going to fisk he New York Times and find out just what 'deep, rich' means to this old, gray hag, this untrustworthy, dishonest rag that has subsisted on the welfare of mediocrity for one, two, three, more decades. We're going to laser-focus on your so-called 'honest pursuit of truth.' In short, we're coming for you."
After the video was released, Loesch said phrasing such as "we're coming for you" shouldn't be seen as a threat of physical violence. Others appear to have had alternate interpretations.
Note, however, that the NRA once again made no mention of guns, ammunition, personal safety, or the Second Amendment, even in passing. Watching the video in isolation, free of context, and one might assume it was created by some far-right media watchdog, not the nation's premier organization committed to firearm ownership.
And that's because in 2017, the lines for the NRA have become blurred.