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Title: Digital unionism as a renewal strategy? Social media use by trade union confederations
Authors: Carneiro, Bia Silveira 
Costa, Hermes Augusto 
Keywords: Digital trade unionism; Facebook; Social media; Trade union renewal; Trade unions; Web 2.0
Issue Date: 23-Dec-2020
Publisher: SAGE Publications
Project: PTDC/IVC-SOC/3533/2014 - POCI-01-0145-FEDER-016808 
Serial title, monograph or event: Journal of Industrial Relations
Abstract: Traditional actors such as trade unions are inevitably challenged by digital technologies, not only from the perspective of labor relations, but also in relation to outreach and communications strategies. In fact, as online and offline realities become increasingly intertwined, the presence of organized labor institutions within the Internet’s current networked environment is unavoidable. This article debates digital trade unionism as a strategy for trade union renewal, particularly the implications of using social media platforms to connect and interact with a broader audience beyond the labor movement. Through a comprehensive comparative analysis of the Facebook pages of six trade union confederations from Brazil, Canada, Portugal, and the UK, we find that despite the possibilities for horizontal dialogue enabled by the new digital communication and information technologies, trade union confederations maintain an outdated ‘one-way’ model of communication, hindering opportunities to reach and engage with both union and non-union actors.
Description: Article first published online: December 23, 2020
ISSN: 0022-1856
DOI: 10.1177/0022185620979337
Rights: openAccess
Appears in Collections:I&D CES - Artigos em Revistas Internacionais

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