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Trade Unions on YouTube

Online Revitalization in Sweden

Authors: Jansson, Jenny, Uba, Katrin

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  • - Analyses a source of social media rarely researched in academic study
    - Provides a key contribution for scholars and practitioners of labour movements and industrial relations, through insight into union revitalization and renewal
    - Investigates themes such as audience, message and self-image of unions on YouTube

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eBook  
  • ISBN 978-3-030-24914-4
  • This book is an open access book, you can download it for free on link.springer.com
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-030-24913-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

This open access 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.

This research will be of use to students and scholars researching European politics and political participation, trade unionism and labour movements in the digital age. 


About the authors

Jenny Jansson is Researcher in the Department of Government, Uppsala University, Sweden, and the Institute for Social Movements, University in Bochum, Germany.

Katrin Uba is Associate Professor of Political Science at Uppsala University, Sweden, and University in Tartu, Estonia.


Table of contents (5 chapters)

Table of contents (5 chapters)
  • Introduction

    Pages 1-30

    Jansson, Jenny (et al.)

  • Audiences: Who Do Unions Target?

    Pages 31-54

    Jansson, Jenny (et al.)

  • Messages: Political Action—Agenda-Setting, Elections and Protests

    Pages 55-77

    Jansson, Jenny (et al.)

  • Self-Images on YouTube

    Pages 79-106

    Jansson, Jenny (et al.)

  • Trade Unions on YouTube: Conclusions

    Pages 107-115

    Jansson, Jenny (et al.)

Buy this book

eBook  
  • ISBN 978-3-030-24914-4
  • This book is an open access book, you can download it for free on link.springer.com
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-030-24913-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules

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Bibliographic Information

Bibliographic Information
Book Title
Trade Unions on YouTube
Book Subtitle
Online Revitalization in Sweden
Authors
Copyright
2019
Publisher
Palgrave Pivot
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-030-24914-4
DOI
10.1007/978-3-030-24914-4
Hardcover ISBN
978-3-030-24913-7
Edition Number
1
Number of Pages
XII, 160
Number of Illustrations
15 b/w illustrations
Topics