I think we are seeing a shift towards more interest in guns, gun ownership, and shooting sports.
I know it's not as cool, but a LOT of people are into paintball and airsoft. It was mentioned above that the 15-34 age group would rather shoot guns on video games than at a range. They ARE shooting at ranges, just not at gun ranges. Paintball and airsoft competitions instead.
In my time in college, gun talk went from being virtually non-existant (1999) to being fairly common (2004).
Now when I go back to visit my fiance I wind up talking to people about their kills during dear season.
I have a great deal of hope for the gunner hobbiests (that's what I call myself), who enjoy anything from popping soda cans and punching paper, to hard core CQB drills, IPSC, IDPA, Bullseye, and long range rifle.
I firmly believe the shooting sports are making a come back. A lot of that is due to people just plain talking about it, and getting active. I think we're on the offensive and the pendulum is swinging back in our direction.