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
Date Written: July 11, 2018
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
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