Indeed. This is how they control the dialogue. Next time you talk with friends, especially gun owners, do the word association thingy.
Ask them what's the first word that pops into their mind when you mention "gun" or "violence". The Media has paired those two so often that I expect at least a 90% rate of people tying them together.
Pavlov's dog lives.
The guman
The shooter
Rightwing
Mainstream Media
A few presstitute examples