INTRODUCTION The arrival of Covid-19 has seen governments and health authorities struggle to successfully inform and ‘infuence’ the public with regard to health measures. On the one hand, this diffculty resulted from the general uncertainty and confusion surrounding the ‘Masks aren’t comfortable or sexy, but … ’: Exploring identity work on Dr Mike’s Instagram during the frst phase of the Covid-19 pandemic KIM SCHOOFS KU LEUVEN, BELGIUM DORIEN VAN DE MIEROOP KU LEUVEN, BELGIUM STEPHANIE SCHNURR WARWICK UNIVERSITY, UK HAIYAN HUANG GHENT UNIVERSITY, BELGIUM ANASTASIA STAVRIDOU WARWICK UNIVERSITY, UK CHAPTER TWENTY FOUR 9781350232693_txt_rev.indd 431 05-10-2021 21:29:13