With respect to gun laws, you identify loosely either as a "Texan farmer who needs guns to protect his farm", or a "student who might become a victim of a crazy classmate", or maybe a gun producer who profits from the sales of guns.

The whole political and societal discourse then starts revolving around satisfying the individual interests of these groups, instead of looking at things integrally from a systematic point of view. If you optimise the system from above, you may even avoid the need of having those groups of people in the first place.

"Gun Owner" is a way people self identify and cling to in a very irrational way. At least I assume that's what they are talking about.