The interactional production and breach of new norms in the time of COVID-19: Achieving physical distancing in public spaces

A key requirement of COVID-19 pandemic behavioural regulations in many countries was for people to ‘physically distance’ from one another, which meant departing radically from established norms of everyday human sociality. Previous research on new norms has been retrospective or prospective, focusing on reported levels of adherence to regulations or the intention to do so. In this paper, we take an observational approach to study the embodied and spoken interactional practices through which people produce or breach the new norm. The dataset comprises 20 ‘self-ethnographic’ fieldnotes collected immediately following walks and runs in public spaces between March and September 2020, and these were analysed in the ethnomethodological tradition. We show that and how the new norm emerged through the mutual embodied and spoken conduct of strangers in public spaces. Orientations to the new norm were observed as people torqued their bodies away from each other in situations where there was insufficient space to create physical distance. We also describe how physical distance was produced unilaterally or was aggressively resisted by some people. Finally, we discuss the practical and policy implications of our observations both for deciding what counts as physical distancing and how to support the public to achieve it.