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Facemask : from pandemic to marketplace iconicity

Silchenko, Ksenia ; Visconti, Luca M.

In: Consumption markets & culture, 2021, p. 24

As a result of Covid-19 outbreak, surgical facemasks first emerged as a pandemic icon to then expand into a marketplace icon, with substantial transformations in their meanings, uses, and commercial expressions. This essay contends that facemasks have become a (post-)pandemic marketplace icon by articulating tensions in the socio-cultural, the public media, and the economic sphere. Relying ...