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Mobilizing and educating via social media: How do Swedish trade unions use YouTube?
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Government.ORCID iD: 0000-0003-3645-0399
2015 (English)Report (Other academic)
Abstract [en]

Trade unions have faced a significant problem of member decline for several decades even in the countries with the traditionally high union membership. The use of social media has been proposed as important revitalization strategy which allows reaching to new audiences. The purpose of this study is to examine how different Swedish trade unions have accomplished this task by investigating and assessing their use of YouTube. We expect that the represented social class: working, white-collar or upper-middle-class, influences how unions use social media. Results based on a quantitative and qualitative analysis of numerous YouTube videos demonstrate that working class unions use YouTube for mobilization, while white-collar unions focus more on existing members and upper middle class unions aim to educate their own profession. All unions also use YouTube for improving the transparency of the organizations by posting a significant number of videos about annual congresses, as well as promote the traditional labor movement issues such as salaries, equality and welfare.

Place, publisher, year, edition, pages
Uppsala, 2015.
Working paper / Department of Government, Uppsala University, 1
Keyword [en]
trade unions, youtube, class, mobilization, social media
National Category
Social Sciences
Research subject
Political Science
URN: urn:nbn:se:uu:diva-288379OAI: oai:DiVA.org:uu-288379DiVA: diva2:924013
Labor gone digital?
Riksbankens Jubileumsfond, IN14-0698:1
Available from: 2016-04-27 Created: 2016-04-27 Last updated: 2016-04-27

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Jansson, JennyUba, Katrin
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