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In the past gun control efforts have been more top down and many Americans were quite frankly pretty indifferent. However, this new effort is hoping to engage people at the grass roots level to place more pressure on politicians.
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It's still top-down. They just do a better job of making it
look like grassroots. Attendance at MDA rallies is measured in the low double-digits most of the time, but look at their Facebook and Twitter feeds. They do a competent job of making it look like they have a tremendous amount of support.
As for some sudden upsurge of activism from gun owners, I wouldn't hold my breath. We do a great job of yelling slogans, but we're not good at getting
involved. Six (or eight) million NRA members is still less than 10% of gun owners, and it's not as if NRA membership implies activism.
Judging from the turnout numbers from the last few national elections, we have a real problem getting to the polls.