The media ARE more the problem than the guns. Every society has a certain percentage of unstable individuals. You can't curtail their freedom on the off chance that one of them will freak -- which statistically, sooner or later one of them will --without becoming worse than what you are trying to prevent.
The problem is that these unstable people are being given a new model of crime: the publicity stunt. I just finished The Gift of Fear, by Gavin de Becker. He is the world's foremost expert on this kind of behavior, and he can present good evidence that media handling is what creates this kind of 'can you top this?' horror stunt.
But you can't get the media to stop inflating / aggrandizing the perpetrators with their spotlight, because, whatever they may say as individuals, as an aggregate, this kind of thing HELPS PAY THEIR SALARIES.
In a word, they make a living on disaster, not good news. They are like the farmers in Columbia who farm cocaine base. This puts bread on their table, and they aren't going to spend many tears on the misery, murder and mayhem that the drug causes down the road or in other places.
(Except unlike the media, those farmers have fewer choices.)
This is floating around the internet, and since apparently Morgan Freeman didn't say it, I don't know who did, but I agree completely:
The remark floating around online that was said to be from Freeman stated the following, "You want to know why. This may sound cynical, but here's why. It's because of the way the media reports it. Flip on the news and watch how we treat the Batman theater shooter and the Oregon mall shooter like celebrities. Dylan Klebold and Eric Harris are household names, but do you know the name of a single victim of Columbine? Disturbed people who would otherwise just off themselves in their basements see the news and want to top it by doing something worse, and going out in a memorable way. Why a grade school? Why children? Because he'll be remembered as a horrible monster, instead of a sad nobody."
The falsely-attributed quote continued, "CNN's article says that if the body count 'holds up,' this will rank as the second deadliest shooting behind Virginia Tech, as if statistics somehow make one shooting worse than another. Then they post a video interview of third-graders for all the details of what they saw and heard while the shootings were happening. Fox News has plastered the killer's face on all their reports for hours. Any articles or news stories yet that focus on the victims and ignore the killer's identity? None that I've seen yet. Because they don't sell. So congratulations*, sensationalist media, you've just lit the fire for someone to top this and knock off a day care center or a maternity ward next. You can help by forgetting you ever read this man's name, and remembering the name of at least one victim. You can help by donating to mental health research instead of pointing to gun control as the problem."