Self-Identity and Risk Mitigation Behavior: Self-Protecting Masks Mandate

A nation’s reaction to health risk in the wake of a pandemic reveals ample supply of data potentially highlighting the thematic schemes linking self-identity to risk mitigation behavior. The following thesis proposes an assessment of the self-identify themes motivating the choice to adhere to the self-protection masks mandate, providing discernment for practitioners and academics interested in revealing the diverse idiosyncrasies contributing to health-behavior habits. Literature surrounding risk communication, risk perceptionand self-identity intertwine to form a lens to interpret the gathered data. Seven qualitative interviews gleaned from a purposeful snowball sample conducted at a Southeastern University from individuals at least 18 years or older aimed to elicit willing, anecdotal evidence to study through thematic analysis against the proposed research question. Findings from the study revealed the self-identity values pertaining to relational connection, mask efficacy, human rights and freedom, the role of advocacy, perception of fear tactics, and individual responsibility as the overarching elements related the use of self -protection masks. The implications drawn from the study seek to progress the field of public relations and communication by narrowing the scope of how publics link self-identity values with their perception of risk – a concept due to remerge in the field as the effects of the Covid-19 pandemic proliferates.