 we've seen that in the United States mass shootings have become more deadly over time and it seems to be directly related to this. There seems to be too much demand for fame in America, Lankford writes, and not enough supply. We see people posting videos and outrageous statements to get attention. Mass killings is just the most extreme version of this, where people aren't just being offensive or outrageous to get attention and they know this works. Essentially, this is guaranteeing them fame and celebrity status. One of Lankford's studies found that winning a Super Bowl or Academy Award garnered less media attention than committing a high-profile mass killing. Perpetrators get pictured more on front pages than their individual victims, and there's a strong correlation between the number of victims harmed in these attacks and the amount of media attention that perpetrators receive.