The mask as a new means of communication: a multimodal analysis of its communicative value during the COVID-19 pandemic

The COVID-19 pandemic (2020-2022) transformed the face mask from a medical device into a communicative tool. This study analyses the multimodal nature of community masks in the United States, demonstrating how their design elements convey political, social, and personal messages. Through a semiotic analysis of mask images, the research reveals the use of colors, patterns, slogans, and wordplay to express political affiliation (e.g., pro-Trump, pro-Biden), social stance (e.g., Black Lives Matter, vaccination status), and individual identity (e.g., mood, fashion). The findings highlight the mask's evolution into a platform for public expression, comparable to profile pictures and slogans on social media, contributing to our understanding of communication in the digital age. The study also underscores the interdiscursive nature of mask-wearing practices, intersecting with discourses on identity, politics, and public health.