A fundamental truth in politics is that when you are explaining, you are losing.
Thus while gaming is doing a pretty good job or introspection and examination of violence within the medium that wont stop the scapegoating, hell scapegoating doesn't care about the truth it cares about shifting the blame. Pointing out that all artistic mediums have at some point been labelled, including novels, similarly wont bear fruit because to the scapegoaters and their target audience games, which they don't play, will seem essentially different.
So you change the narrative and shift the onus. You have to attack the people who are scapegoating you.
There are several potential avenues of response but the one I'd favor is pointing out how many gun owners kill themselves. The majority of gun deaths are male suicides. These mass murders which invariably end in the shooter dying too are just a variant on the much larger number of men who only kill themselves with their gun.
Focus on the suicides so the NRA can't shift into "If we arm the teachers, the janitors and all the students school will be safer! BUY MORE GUNS!" mode that they do whenever the mass shootings are brought up. Instead ask them why they aren't using their uniquely strong connection to gun owners to reach out to depressed or otherwise mentally ill men and get them help before they kill themselves and sometimes lots of other people.
Associate the withdrawn, disturbed young male stereotype of a gamer on gun ownership instead.
Take the fight to them rather than trying to explain to groups who have no interest in listening to you.
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