Events like this, if they are influenced by anything, are influenced by news programs like your own. When an unbalanced kid walks into a school and starts shooting, it becomes a major media event. Cable news drops ordinary programming and goes around the clock with it. The story is assigned a logo and a theme song; these two kids were packaged as the Trench Coat Mafia. The message is clear to other disturbed kids around the country: If I shoot up my school, I can be famous. The TV will talk about nothing else but me. Experts will try to figure out what I was thinking. The kids and teachers at school will see they shouldn’t have messed with me. I’ll go out in a blaze of glory.

Roger Ebert’s thoughts on Columbine (part of his review of Gus Van Sant’s Elephant) ring as true today as when he said them back in 1995
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Kyle Bunch

Managing Director, Social at R/GA. Co-founder of Blogs with Balls and future owner of the MLB's Austin Bats.

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