Open AccessDigital communication as a global challenge for trade unions: lessons from Brazil and Portugal
Author(s) -
Hermes Augusto Costa,
Bia Carneiro
Publication year - 2021
Publication title -
tempo social
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.449
H-Index - 10
eISSN - 1809-4554
pISSN - 0103-2070
DOI - 10.11606/0103-2070.ts.2021.182000
Subject(s) - trade union , face (sociological concept) , outreach , work (physics) , social media , information and communications technology , sociology , digital media , focus (optics) , public relations , political science , political economy , economics , international trade , social science , engineering , law , mechanical engineering , physics , optics
As a cross-cutting issue encompassing all of society, the evolution of digital technologies is particularly challenging to traditional labour actors that are accustomed to physical work and face-to-face contact. This article discusses the distinctive possibilities of social media use as a forward-thinking global strategy for organised labour. After an initial clarification of useful concepts to consider in the digital age, we focus on the social media presence of trade unions, identifying the pros and cons associated with platform-based communication. Finally, the article debates the implications of social media platforms as tools to strengthen networks with nonunion actors and contribute to the amplification of the labour agenda. Through a comparative analysis of four trade union confederations, two from Brazil and two from Portugal, we argue that, despite the possibilities for outreach and interaction enabled by the new communication and information technologies, trade union confederations maintain constricted networks and an outdated top-down communications model.