Inspired to Mask Up: The Effect of Uplifting Media Messages on Attitudes About Wearing Face Masks Among Democrats and Republicans

Abstract

Although mask-wearing can curb the spread of the COVID-19 pandemic and protect others, the attitudes and behaviors regarding wearing a mask during the COVID-19 pandemic appear to differ between partisan groups. This study aimed to investigate whether wearing a mask in public can be elicited by uplifting media messages through increasing universal orientation and prosocial motivation. In addition, we tested whether uplifting videos focusing on patriotic American values (e.g., the flag, military) moderated partisan differences related to both feelings of inspiration and an individual’s attitudes and behavioral intentions regarding mask-wearing. Participants (N = 446) were exposed to an uplifting video devoid of patriotic messages, an uplifting video featuring patriotic messages, or a control video. Results showed that both Democrats and Republicans found both uplifting videos inspiring, leading to greater universal orientations and prosocial motivations. Universal orientations were associated with more favorable attitudes and behavioral intentions regarding mask use among Republicans, and prosocial motivations lead to more favorable attitudes among members of both parties.