Masked Reactions

A Content Analysis of Reactions on Twitter to Masking Update by the Premier of Alberta


  • Naomi Wall MacEwan University



This qualitative study was conducted to explore attitudes and reactions toward a tweet released by Danielle Smith on October 29th, 2022. The data was collected by creating a sample of the 100 most recent comments on the post. From there, the comments were coded to identify common themes and messages. Two sides emerged; those in support of Smith and those opposed. For those in support, four main subcategories emerged. For those opposed, six categories were developed. This study demonstrated that individuals were generally displeased with this announcement and the mismanagement of the COVID-19 pandemic by Alberta’s UCP government.