Mask Wearing as an Emotional Practice: Collective Emotional Work in the COVID‐Conscious Digital Counterpublic

In this article, I explore the collective emotional dynamics that have contributed to sustaining mask wearing as a significant practice within a selected online COVID‐advocacy group. Combining Hochschild's notion of collective emotional work with Scheer's concept of emotions as practices, I document how community members “do” concern for COVID‐19, transform shame into pride, and manage anger in digital interactions. Rather than concentrating on the factual differences that distinguish groups centered around COVID, this investigation highlights the emotional foundations of truth‐making in digital counterpublics, revealing how collective emotional processes contribute to adherence to protective measures.