Framing masks: Navigating public discourse and perception on face masks in Sweden during Covid-19

The Covid-19 pandemic significantly influenced public discourse, particularly on the use of face masks, with social media serving as a platform for the public to express their opinions and share experiences. This study examines how the Swedish public supports their arguments when discussing their stance on face masks during the Covid-19 pandemic, split into three categories: (1) personal opinions, experiences, and nonrelevant comparisons, (2) comparing and contrasting data, and (3) discussing scientific studies and expert opinions. Utilising webnography, we analysed 800 tweets mentioning face masks in Sweden where our findings reveal the varying methods of backing up one's standpoint. Furthermore, the framing of information by media outlets and public health authorities significantly influences the interpretation of scientific results and guidelines, leading to varying public behaviours towards face mask usage. Additionally, the study highlights the crucial role of confirmation bias, where individuals' pre-existing beliefs affect their acceptance or rejection of evidence. Despite the reliance on media representations, which often lack direct engagement with primary sources, the media plays a critical role in maintaining a critical perspective during crises. The study underscores the importance of responsible journalistic practices and effective communication strategies by public health authorities to ensure accurate public understanding and adherence to health guidelines.