Trade Unions on YouTube : Online Revitalization in Sweden

• 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 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.

Subject headings

SAMHÄLLSVETENSKAP  -- Statsvetenskap -- Statsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Political Science -- Political Science (hsv//eng)

Keyword

trade unions

YouTube

Sweden

social media

mobilization

self-images

revitalization

Statskunskap

Political Science

Sociologi

Sociology

Publication and Content Type

ref (subject category)

bok (subject category)