Mask Gate as a Continuous Media Event in a Hybrid Media Space
Mask Gate as a Continuous Media Event in a Hybrid Media Space

Author(s): Lilly Korpiola, Petro Poutanen
Subject(s): Media studies, Government/Political systems, Security and defense, Politics and communication, Health and medicine and law
Published by: NATO Strategic Communications Centre of Excellence
Keywords: Mask Gate media event; Finland; dispute between various public health institutions and authorities; COVID-19 pandemic; attention in the media; hybrid media system;
Summary/Abstract: This study examines the evolution of the “Mask Gate” media event that took place in Finland amidst the COVID-19 pandemic and state of emergency in 2020. In March-August 2020, there was a dispute between various public health institutions and authorities as to whether the public should be required to use face masks. This investigation focuses on the construction of the media event, specifically on the interplay and dynamics between social media and mass media, as well as the public reactions evoked by the Mask Gate in Finland. Our aim is to describe the critical turning points in the development of the media event, thus tracing the evolution of such media events in the present media system. We illustrate our case with the help of a data set consisting of 391 033 messages about respiratory masks found on social media and traditional news media outlets. We focus our analysis on a subset of this data set concerning the “Mask Gate”. On the basis of our analysis, we present a timeline of the Mask Gate as well as analyse the most important actors, platforms and affective reactions that played a role in the construction of the event. An autopsy of such a notable media event can assist organisations in developing their communication competencies for risk, strategic and crisis communication situations, in which it is imperative for an organisation to restore its public legitimacy.

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