They are redirecting or deflecting the attention away from them towards the usual escape-goats. They really need to own up to some of the problems concerning the how easy it is to get fire arms without background checks in certain places or owners not properly securing the weapons.
It doesn't matter that studies haven't found any link that watching movies, listening to music, reading certain books, or playing games makes you violent. They are more than happy to keep perpetuating the myths for easy sound bites.
The attention really needs to be on changing the laws for certain classes of military like weapons and spending more money on researching mental illness.