Masking morality in the making: how China’s anti-epidemic promotional videos present facemask as a techno-moral mediator

Abstract

The spread of Covid-19 has made facemask a critical artifact for people all over the world. Mediating between (non-)wearers and their environment, facemask makes people aware of a set of morally relevant distinctions and sometimes forces decisions on them. In fact, the semiotics of “facemask in use” largely shapes the parameters for human practice and experience in the epidemic. Drawing on the techno-moral mediation concept [Verbeek, 2008. “Obstetric Ultrasound and the Technological Mediation of Morality: A Postphenomenological Analysis.” Human Studies 31 (1): 11–26], we explore how anti-epidemic promotional videos released by Chinese authorities build facemask-related narratives in the Covid-19 epidemic. Findings reveal that “facemask in use” links people’s “smaller love” for family to a “bigger love” for Chinese people in general; transforms an individual to member of a large group of commoner-turned-protectors; or marks the military’s loyalty and obedience to the Party-State, which makes possible the “Chinese speed” in saving lives. We add to extant literature by unraveling an entanglement between the moralization of facemask-wearing and China’s traditional values, social institutions and media newsroom culture about disaster coverage. This scrutiny into the “face-masking morality in the making” implies that the power to frame the cultural significance of facemask induces an alternative mode of techno-moral change, which may outlast the epidemic itself.