Silchenko, Ksenia Visconti, Luca M. 2021 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 upon secondary-data retrieved from mass media and scientific articles boomed during the pandemic, we propose a theoretically eclectic appraisal of (1) facemasks’ iconisation, (2) the distinct systems raising masks to that iconic status, and (3) the “Marketplace Icons” series more broadly. application/pdf https://localhost:5000/ark:/12658/srd1319256 https://susi.usi.ch/global/documents/319256 https://susi.usi.ch/documents/319256/files/silchenko_cmc_2021.pdf eng info:eu-repo/semantics/altIdentifier/doi/10.1080/10253866.2021.1909004 info:eu-repo/semantics/altIdentifier/ark/12658/srd1319256 info:eu-repo/semantics/openAccess CC BY-NC-ND Consumption markets & culture. - Routledge. - 2021, p. 24 Facemask Pandemic Coronavirus Covid-19 Medicalisation Responsibility Neoliberalism Contextual icon Marketplace icon Iconisation info:eu-repo/classification/udc/33 Facemask : from pandemic to marketplace iconicity http://purl.org/coar/resource_type/c_6501