evidence: Recommendations [edit]The use of face masks or coverings by the general public has been recommended by health officials to minimize the risk of transmissions, with authorities either requiring their use in certain settings, such as on public transport and in shops, or universally in public. [...] Helene-Mari van der Westhuizen et al. state that successful implementation of public masking policies, especially in communities that have no cultural traditions for such interventions, requires a reframing of social meanings and moral worth, and that public messages help to conceptualize who typically wear masks and what the moral valence of masking is.[264] They note that the earliest members who wear face coverings may be seen as deviant when the community starts to adopt masking, but that changing narratives will generate new meanings that construe those who do not mask as deviant.[264] Their argument is that public health messaging about face coverings should shift from masks as a medical intervention to masks as a social practice based on values such as social responsibility and solidarity, as a successful uptake requires face coverings to be grounded in the social and cultural realities of affected communities.[264] Clemens Eisenmann and Christian Meyer argue that the question, how the meaning of wearing face masks develops in society, depends on their practical and public uses within everyday social interactions.[265] They explain that masking has destabilized interactional infrastructures embedded in routines, revealing both taken-for-granted infrastructures of everyday life – including social inequalities (such as those of