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Political campaigns on YouTube: trade unions’ mobilisation in Europe
Author(s) -
Uba Katrin,
Jansson Jenny
Publication year - 2021
Publication title -
new technology, work and employment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.889
H-Index - 45
eISSN - 1468-005X
pISSN - 0268-1072
DOI - 10.1111/ntwe.12181
Subject(s) - politics , political economy , argument (complex analysis) , state (computer science) , political science , political activism , general partnership , trade union , sociology , law , economics , international trade , biochemistry , chemistry , algorithm , computer science
Trade unions are called to increase their influence on policy‐making by becoming more politically active and use social media, but only a few studies investigate unions’ online political activism. We propose that industrial relations regime of a country relates to unions’ perceived opportunities for mobilisation and thereby also unions’ online political activism. We test this argument with the help of data about European trade union confederations’ political mobilisation on YouTube, 2007–2017. The results showed, expectedly, that resource‐rich confederations in the organised corporatist regime (Scandinavia) use YouTube for political activism to lesser degree than in other regimes; when these confederations do pursue political activism, such videos are often related to elections and reflect the political party‐union relationship. Unexpectedly, the resource‐poor confederations in the transitional regime (Central and Eastern Europe) mobilised politically on YouTube to the same extent as have the confederations in the social partnership, liberal and state‐centred regimes.