Mask Use by 2020 U.S. Presidential Candidates: Visio-Textual Framing Effects of COVID-19-Related Social Media News Posts
Abstract
Drawing from framing theory and the health belief model, we investigated the influence of images and comments accompanying COVID-19-related social media news posts on COVID-19-related attitudes and mask use. Using a mixed factorial design, we examined the visual cue mask use frame and the textual cue comment valence (between-subjects), and the U.S. presidential candidate (Republican v. Democrat) portraying mask-wearing behavior (within-subjects) in the image. Although mask use frame was partially supported, comment valence (pro-mask) predicted mask-wearing behavior upon viewing both candidates, irrespective of mask use. Further, significant three-way interaction effects were found between mask-use frames, user comments, and social media news use. Findings add new insights into audience processing of visual cues and preventive health messages on social media.
Fields of Study & Subjects
Social and Intergroup Psychology
Social Media and Politics
Computational and Text Analysis Methods
Publication details
- Journal / source
- Visual Communication Quarterly
- Publisher
- Informa UK Limited
- Volume
- 33
- Issue
- 2
- Pages
- 217–234
- Publication date
- 3 April 2026
- Language
- EN