Trade Unions on YouTube

This open access book investigates how trade unions representing different social classes use YouTube videos for renewal purposes. Information and communication technology has undoubtedly offered new opportunities for social movements, but while research suggests that these new means of communication can be used for trade union revitalization, few studies have examined what unions actually do on social media.

By analysing more than 4500 videos that have been uploaded by Swedish trade unions, Jansson and Uba explore how unions use YouTube to address issues such as recruiting new members, improving internal democracy, promoting political campaigns and constructing (new) self-images. The results demonstrate that trade unions representing a range of social classes use different revitalization strategies via YouTube.

This research will be of use to students and scholars researching European politics and political participation, trade unionismand labour movements in the digital age.

Analyses a source of social media rarely researched in academic study Provides a key contribution for scholars and practitioners of labour movements and industrial relations, through insight into union revitalization and renewal Investigates themes such as audience, message and self-image of unions on YouTube

Autorentext
Jenny Jansson is Researcher in the Department of Government, Uppsala University, Sweden, and the Institute for Social Movements, University in Bochum, Germany.

Katrin Uba is Associate Professor of Political Science at Uppsala University, Sweden, and University in Tartu, Estonia.

Klappentext

Trade Unions on YouTube provides a much-needed assessment of how old social movement actors employ new social media platforms to promote themselves and their activities today. A must-read for trade unions scholars and activists alike, this book illustrates how, in the age of digital media, there is more than one pattern towards trade union revitalization and each of them implies different communicative challenges.Alice Mattoni, Associate Professor at the Department of Political and Social Sciences, University of Bologna, Italy

This book investigates how trade unions representing different social classes use YouTube videos for renewal purposes. Information and communication technology has undoubtedly offered new opportunities for social movements, but while research suggests that these new means of communication can be used for trade union revitalization, few studies have examined what unions actually do on socialmedia.

By analysing more than 4500 videos that have been uploaded by Swedish trade unions, Jansson and Uba explore how unions use YouTube to address issues such as recruiting new members, improving internal democracy, promoting political campaigns and constructing (new) self-images. The results demonstrate that trade unions representing a range of social classes use different revitalization strategies via YouTube.

This research will be of use to students and scholars researching European politics and political participation, trade unionism and labour movements in the digital age.

Inhalt

1. Introduction.- 2. Audiences: Who Do Unions Target?.- 3. Messages: Political Action - Agenda-Setting, Elections and Protest.- 4. Self-Images on YouTube.- 5. Trade Unions on YouTube: Conclusions.