The Power of Social Media as a Labour Campaigning Tool: Lessons from Our Walmart and the Fight for 15

Pasquier V and Wood AJ (2018) ETUI Policy Brief, European Economic, Employment and Social Policy, N° 10/2018. ETUI: Brussels.

9 Pages Posted: 9 Aug 2018

See all articles by Alex Wood

Alex Wood

Oxford Internet Institute; University of Oxford

Vincent Pasquier

Grenoble Ecole de Management

Date Written: July 11, 2018

Abstract

This article discusses the ways in which social media can help renew and strengthen mobilisations led by trade unions. Social media can invigorate union campaign organising by facilitating workers’ involvement in three main ways: by strengthening a sense of collective identity among dispersed workforces, by aggregating feelings of injustice and by enabling self-organised workers practical and emotional support. Furthermore, the use of social media can support labour movement expansion in four different manners: by amplifying offline collective actions, by enhancing the legitimacy of the campaign through emphasising worker’s personal testimony, by connecting the movement with activist networks, and by supporting the emergence of new forms of collective action.

Keywords: Fight for $15, OUR Walmart, Unions, Internet, Social media, Networks, Collective action

Suggested Citation

Wood, Alex and Pasquier, Vincent, The Power of Social Media as a Labour Campaigning Tool: Lessons from Our Walmart and the Fight for 15 (July 11, 2018). Pasquier V and Wood AJ (2018) ETUI Policy Brief, European Economic, Employment and Social Policy, N° 10/2018. ETUI: Brussels., Available at SSRN: https://ssrn.com/abstract=3219307

Alex Wood (Contact Author)

Oxford Internet Institute ( email )

1 St. Giles
University of Oxford
Oxford OX1 3PG Oxfordshire, Oxfordshire OX1 3JS
United Kingdom

University of Oxford

Mansfield Road
Oxford, Oxfordshire OX1 4AU
United Kingdom

Vincent Pasquier

Grenoble Ecole de Management

12 Rue Pierre Semard
Grenoble, Cedex 01 38000
France

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