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Face masks are one of the cheapest and most effective non-pharmaceuticalinterventions available against airborne diseases such as COVID-19.Unfortunately, they have been met with resistance by a substantial fraction ofthe populace, especially in the U.S. In this study, we uncover the latent moralvalues that underpin the response to the mask mandate, and paint them againstthe country's political backdrop. We monitor the discussion about masks onTwitter, which involves almost 600k users in a time span of 7 months. By usinga combination of graph mining, natural language processing, topic modeling,content analysis, and time series analysis, we characterize the responses tothe mask mandate of both those in favor and against them. We base our analysison the theoretical frameworks of Moral Foundation Theory and Hofstede'scultural dimensions. Our results show that, while the anti-mask stance isassociated with a conservative political leaning, the moral values expressed byits adherents diverge from the ones typically used by conservatives. Inparticular, the expected emphasis on the values of authority and purity isaccompanied by an atypical dearth of in-group loyalty. We find that after themandate, both pro- and anti-mask sides decrease their emphasis on care aboutothers, and increase their attention on authority and fairness, furtherpoliticizing the issue. In addition, the mask mandate reverses the expressionof Individualism-Collectivism between the two sides, with an increase ofindividualism in the anti-mask narrative, and a decrease in the pro-mask one.We argue that monitoring the dynamics of moral positioning is crucial fordesigning effective public health campaigns that are sensitive to theunderlying values of the target audience.

Authority without Care: Moral Values behind the Mask Mandate Response