The argument, first at a gas station and then outside a home, started over missing car keys.

In the early hours of Monday morning, police stepped in to quell the dispute between Allen Cashe and his girlfriend, Latina Herring, at a Sanford, FL, gas station. Then hours later they responded to a 911 call for an “aggravated battery” and found Cashe arguing with Herring outside on the front yard of her home, WFTV 9 reported.   

Just after 6 a.m. that day, the police were summoned once again, but this time they found a blood bath. “The scene was one of the worst scenes our investigators have ever walked into,” Sanford police spokeswoman Bianca Gillett told reporters. “It was horrific.”

Police say Cashe had shown up that morning armed with an AK-47-style assault weapon, kicked down the door and shot and killed Herring. He then shot her father and her two sons, 7 and 8 years old, who were sleeping on the couch. The 8-year-old subsequently died. Fleeing the scene, Cashe opened fire on two strangers, including an 18-year-old high school student waiting at a nearby bus stop.

That was Monday. One day before, in Cincinnati, OH, 17 people were shot at the Cameo nightclub when a “mini brawl” sparked gunmen to open fire on a crowd of approximately 200 revelers, according to WCPO Cincinnati. It marked the bloodiest shooting in the nation so far this year, according to Cincinnati.com and the Gun Violence Archive.

“The hospital was so crowded, all the seats were taken in the emergency room,” one local pastor told The Cincinnati Enquirer. “The emergency room was literally standing room only." The city’s mayor said the gun rampage marked “one of the worst days in the history of Cincinnati.”

Here’s what was so strange about the media coverage for the mass shootings that unfolded within one day of each other, and which involved 23 shooting victims: There wasn’t very much news coverage at all, outside of the local press attention.  

For instance, The New York Times did not cover either gun rampage this week, according to search via Nexis. (Two AP articles were aggregated on the Times' website.)

Broadcast news coverage of the Cincinnati nightclub mass shooting and Sanford shooting was equally light, according to a review of transcripts in Nexis and Snapstream for the terms “Cincinnati” or “nightclub” and “Sanford.” The Florida shooting was mentioned on broadcast news just once, on ABC World News Tonight on Monday. CBS mentioned the nightclub tragedy just three times, including during Sunday's evening news broadcast and again Monday morning during CBS This Morning and CBS Morning News. ABC ran two segments on Sunday on the shows Good Morning America and World News Sunday, while NBC mentioned the shooting on its Sunday and Monday editions of Today. The outlets appear to have moved on from 2017's highest victim shooting as of Monday morning.

The timid coverage of these shootings reminds us the extent to which horrific news, and specifically horrific gun-related news, gets quietly tabled and pushed aside.

Gun violence in America represents a raging health epidemic, but you’d never know it based on the news coverage.

That’s important because how can a nation have a debate about gun violence when even mass shootings aren't thoroughly covered as big news?

And please note this: Virtually all of the 23 victims in both the Florida and Ohio gun rampages were people of color. Is it possible the national news media would have devoted more time and resources to the Cincinnati gun rampage if it had occurred at a mostly white nightclub on a college campus? I certainly think it’s likely.

Meanwhile, what else would have triggered wildly different media responses to the Sanford and Cincinnati killings? Answer: any hint of a terrorism angle.

On that front, news consumers know the drill: When a mass shooting involves the possibility of terrorism, media outlets compete to see who can produce more reports and, usually, who can produce the most heated analysis. For instance, it sure seemed to me like cable news interest in the mass shooting at the Fort Lauderdale, FL, airport in January dropped when it became clear that the gun massacre was committed by a homegrown shooter unrelated to jihad terror. 

There’s obviously been a normalization over the years for mass shootings, as the lacking coverage from Sanford and Cincinnati indicates. And who benefits from that normalization? The National Rifle Association and the Republican Party, which supports the gun group’s every radical initiative.

Of course the NRA and the GOP don’t want the press to treat gun violence as the health crisis that it is. And of course the NRA and the GOP do want to the press to casually look away as mass shootings unfold with random deadliness. The conservative movement is in favor of normalizing gun violence and of the media omitting context about the epidemic.

Many conservatives don’t want the press to constantly connect the dots between American gun rampages, or to chronically mention that roughly 100,000 people are shot in America each year. Or that each week, approximately 1,565 patients are treated in emergency rooms for firearm-related injuries. Or that among the world's 23 wealthiest countries, 87 percent of all children killed by guns are American children.

Interestingly, just days before the deadly Florida and Ohio shootings, CNN.com did what more news outlets ought to be doing: It published a comprehensive piece that put American gun violence in perspective by detailing the extraordinary economic cost the country pays each year to treat our gun epidemic.

Note that the death toll is likely to rise in coming years because “patients are now more likely to die from a gunshot wound than they were even 10 years ago,” presumably thanks to the increasingly powerful and sophisticated guns being manufactured and sold in the U.S. 

“To be blunt, instead of a 2-centimeter hole, you are seeing a 3-centimeter hole with more damage. And there are more wounds, so the team has to repair more damage," the study’s author told CNN.

Following the shootout in Cincinnati, where panicked clubgoers were forced to flee rampaging gunmen, the Cincinnati Enquirer stepped forward with a truth-telling editorial (emphasis added):

We hear a lot from politicians these days about the threat of a foreign enemy, yet terrorism happens every day on city streets around the country. This madness has to stop. Too many lives are lost every year in Cincinnati and nationwide to savage, mindless and inhuman gun violence. Mass shootings in America, tragically, are becoming too commonplace.

One way to address the madness is for the press to see the country’s gun violence for what it is -- a uniquely American epidemic.