Material Culture Studies in the Age of Big Data: Digital Excavation of Homemade Face-Mask Production during the COVID-19 Pandemic

Abstract

This manuscript presents a novel approach to the study of contemporary material culture using digital data. Scholars interested in the materiality of past and contemporary societies have been limited to information derived from assemblages of excavated, collected, or physically observed materials; they have yet to take full advantage of large or complex digital datasets afforded by the internet. To demonstrate the power of this approach and its potential to disrupt our understanding of the material world, we present a study of an ongoing global health crisis, the COVID-19 pandemic. In particular, we focus on face-mask production during the pandemic across the United States in 2020 and 2021. Scraping information on homemade face-mask characteristics at multimonth intervals—including location and materials—we analyze the production of masks and their change over time. We demonstrate that this new methodology, coupled with a sociopolitical examination of mask use according to state policies and politicization, provides an unprecedented avenue to understand the changing distributions and social significances of material culture. Our study of mask making elucidates a clear linkage between partisan politics and decreasing disease mitigation effectiveness. We further reveal how time-averaged asssemblages drown out the political meanings of artifacts otherwise visible with finer temporal resolution.