This author argues that, while the news media, politicians, and the American public may characterize the NRA through stereotypes of drunken rednecks, in reality, the organization views itself as possessing a loftier niche in society, that of virtually defending the Second Amendment of the constitution, which guarantees citizens' rights to keep and bear arms. This book contends that, while the NRA's vision appeals to many Americans, 70 million of whom own over 200 million guns, even gun owners do not subscribe to all the NRA's anti-gun control positions. For example, numerous polls show that a majority of Americans would favor outlawing specific categories of firearms and instituting standard waiting periods and background checks. This book discusses the NRA's purported use of fear, intimidation, and money to promote firearms sales and defeat any pro-gun control legislative measures. The NRA has sought out new markets of gun owners, including women, children, and blacks. The world of the gun lobby, complete with internal power struggles, competing pro-gun organizations, and ties between the NRA and the firearms industry, is described in detail.