Mask Wearing as Cultural Behavior: An Investigation Across 45 U.S. States During the COVID-19 Pandemic.

Waleed A. Jami,Markus Kemmelmeier

doi:10.3389/fpsyg.2021.648692

Abstract

Although masks (face coverings) are a prime tool in fighting airborne pathogens, during the COVID-19 pandemic in the United States the use of masks encountered resistance based on existing patterns of cultural division. We argue that mask wearing must be understood basis on existing cultural frames assessed at both the individual level and the state level. We relied on prominent frameworks in cultural psychology: individualism-collectivism as well as independent and interdependent self-construals, the tightness-looseness framework, U.S. honor cultures, and political orientation as predictors. Using multilevel modeling, in a sample of 633 respondents from 45 U.S. states we investigated mask-wearing behavior, masks' perceived utility, implications for well-being, and the social meaning attributed to masks. Conservatism was linked to lower mask wearing, and consistently unfavorable perceptions of mask wearing. Collective interdependence predicted favorable perceptions of masks, as did state-level differences in collectivism; both constructs were linked with viewing mask wearing to be normative. Independent self-construal predicted a greater intent to wear masks, even though masks were also evaluated less favorably. Mediation analyses revealed that a single mediator, the perceived utility of mask wearing, was implicated in translating the effects of different cultural predictors into behavior. Additional findings highlighted that in tightener (vs. looser) states masks wearing was conceived of as a civic duty, whereas in U.S. honor states mask were seen as spoiling one's public image. Our discussion focuses on the cultural and political context of mask wearing, argues that different communities in the U.S. respond to its symbolic and social meaning, and suggest strategies to increase mask wearing among those who are otherwise reluctant to do so.

Highlights

Facial coverings, conventionally referred to as “masks,” are a prime tool in fighting airborne pathogens (e.g., Davies et al, 2013; Konda et al, 2020; Leung et al, 2020; Roberge and Roberge, 2020; Perra, 2021)
We argue that masks and the controversies over mask wearing are mapped onto existing patterns of cultural division and political polarization
Whereas wearing a mask in public was a novel behavior for most Americans, we argue that masks and the requirement to wear them must be interpreted through existing cultural frameworks [see Timpka and Nyce (2021)]

Summary

Introduction

Conventionally referred to as “masks,” are a prime tool in fighting airborne pathogens (e.g., Davies et al, 2013; Konda et al, 2020; Leung et al, 2020; Roberge and Roberge, 2020; Perra, 2021). Mask Wearing as Cultural Behavior common practice in East Asian countries during the outbreak of SARS in 2002, and various flu epidemics (e.g., Wu et al, 2004). As the United States has struggled with the COVID19 pandemic, face masks have turned into a public symbol of division between different segments of the U.S population. Controversies erupted that were based on the symbolic meaning of masks, not necessarily their effectiveness as a tool in reducing infection (cf Timpka and Nyce, 2021). We argue that masks and the controversies over mask wearing are mapped onto existing patterns of cultural division and political polarization. We argue that established frameworks in cultural and political psychology help elucidate the controversies over mask wearing

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