Social Values, Face Masks, and COVID-19: An Exploratory Case Study

Abstract

Purpose

One explanation for why people wear masks to prevent the spread of COVID-19 focuses on political party affiliation. This study explores the role of values in attempts by five South Dakota cities to pass local mask mandates.

Methodology/Approach

A nonrandom convenience sample used search engines to find documents on mask mandates in South Dakota. The working hypotheses are: (1) the debate over mask mandates is a form of value conflict over freedom of choice and the role of government that reflect those held by Emerson, Thoreau, and Spencer and (2) the mandates themselves prescribe Value-Rational rather than Instrumental-Rational action to control the pandemic.

Findings

Antimaskers valued freedom of choice, and were willing to defy authority while promasker health professionals valued science and were willing to sacrifice themselves for the health of their patients. South Dakota cities encouraged mask wearing but did not include penalties for noncompliance. The vociferous opposition to the mask mandates resembles the opposition cities encountered when deciding to fluoridate drinking water in the 1950s and 1960s.

Research Limitations/Implications

A case study cannot be generalized and may reflect sampling and researcher bias. Future research could include a content analysis of documents and videos presenting both sides of the debate.

Originality/Value of Paper

This case study may provide the first in-depth analysis of values in the masking debate.

Citation

Perlstadt, H. (2022), "Social Values, Face Masks, and COVID-19: An Exploratory Case Study", Kronenfeld, J.J. (Ed.) Health and Health Care Inequities, Infectious Diseases and Social Factors (Research in the Sociology of Health Care, Vol. 39), Emerald Publishing Limited, Leeds, pp. 21-39. https://doi.org/10.1108/S0275-495920220000039002