To wear or not to wear? Unpacking the #NoMask discourses and conversations on Twitter

Abstract

In the context of the COVID-19 health crisis, the use of face masks has been a topic broadly debated. In many Western countries, especially at the heights of the pandemic, discussions on the use of protective facemasks were often linked to what were mainly political considerations, often fueled by health-related misinformation. Our study brings together social sciences and computer science expertise to retrospectively unpack the #NoMask discourses and conversations using both network analysis approaches on big data retrieved from Twitter and qualitative analyses on sub-sets of relevant social media data. By looking comparatively at two dataset gathered at different stages of the health crisis (2020 and 2022), we aim to better understand the role of Twitter in that interesting area where the dissemination of health misinformation became capitalized by the political narrative linking the social discontent caused by the socio-economic impacts of the pandemic to specific political ideologies. Our analyses show that there has never been a unique ‘NoMask movement,’ nor a defined online community. Rather, we can identify a range of relatively niche, loosely connected, and heterogeneous actors that, in the course of the pandemic, independently pushed diverse (but converging and compatible) discourses. Conversations directly linked to the #NoMask relevant hashtags are overall limited, as twitters using them are not talking to each other; nonetheless, they successfully engaged a larger audience.