Those who would desire to destroy the basic human right of armed self-defense have a lot going for them. They all but own the mainstream media and Hollywood, and long assumed that their dominance of the entertainment and infotainment markets—the two most powerful propaganda outlets in our nation—would assure their ability to overwhelm countering messages.

And then a funny thing happened.

You rejected them, and you rejected their messaging.

Instead of imploding, our gun culture is expanding at a truly stunning rate.

There are now more gun owners in the United States than ever before, and that number is rising daily. We are experiencing explosive growth in younger, urban, and female audiences. Perhaps it was once true that “gun culture 1.0” was older, white, and rural, but today, everyone is getting in on the act, and the entertainment industry is being dragged kicking and screaming into tolerance, and maybe even acceptance.

This has been apparent nowhere more than the explosive growth of outdoor television shows and channels, and in formerly staid cable networks now producing firearms-themed programming.

Easily the most famous firearms-friendly show in the United States right now is Duck Dynasty, and their popularity has bled over into other shows, as we’re now seeing as “duck daughter” Sadie Robertson appearing on the prime-time dance show, Dancing With the Stars.

In the following clip, Sadie brought professional dancer Derek Hough back home to the Robertson family firing range, where he fired both pistols and shotguns.

By the way… that girl can dance.

You’ll note that the use of firearms wasn’t presented as a big deal, but was just something people do to have fun in a safe and responsible manner. The show isn’t promoting gun culture, but it is reflecting it. The normalization of safe, fun and responsible firearms ownership is what is driving the record number of new shooters we’re seeing joining the gun culture.

This is why we win, and Shannon Watts can hold a Moms Demand protest in a phone booth.