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E-book Trade Unions on YouTube : Online Revitalization in Sweden

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Penilaian

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This chapter briefly describes the goal and general argument of the book, along with its theoretical framework and data collection, and introduces the Swedish case. First, we set the discussion of labour movements’ trade union revitalization and usage of social media—and particularly of YouTube—into the broader context of scholarly liter-ature. Second, we introduce the Swedish case and compare the videos uploaded by Swedish trade unions with those uploaded by trade union confederations in other European countries. We also explain why we are investigating trade unions representing different social classes—namely, the working class, middle class and upper middle class. Third, we briefly describe the data collection and coding process and explain the meth-ods of analysis used in this book: the rough metadata-based analysis of all videos uploaded by Swedish trade unions to YouTube during the period 2007–2017 (a total of 4535 videos), the detailed qualitative content analysis of 624 randomly selected videos and a qualitative analysis of 60 videos. Although Sweden is considered one of the most progressive and gender-equal countries in the world, there is still a persistent gender wage gap, and women still earn less than men: ‘women work for free after four o’clock whereas men get paid until five’. In the video, Annelie Nordström, chairperson of the union at the time, sits quietly on a chair in front of the camera. The background is white. A make-up artist puts a protective apron on her and then starts giving her a makeover, tuck-ing her hair away in a hair cap and putting on a wig. The video uses a speed-up effect, so the whole transformation is finished in less than a minute. When the make-up artist removes the apron that was covering Nordström’s shoulders, the blouse, skirt and necklace she was initially wearing are gone; she now wears a grey suit and a tie. Her brown page-boy haircut is gone, and she has been transformed into a partially bald grey-haired man. At this point, the speaker’s voice asks: ‘So what does a woman need to do the get a raise? The answer is simple’, and for the first time in the video, Annelie Nordström speaks straight into the camera: ‘Be a man’. The video ends with a call for action: ‘We cannot wait for another hundred years. Protest against gender inequality!’This video, which is appropriately titled ‘How to get a raise in 47 seconds’ (the video lasts exactly 47 seconds), constitutes a good example of online activism and is one of thousands of videos posted on YouTube by trade unions all over the world. Indeed, online activism is a natural part of communication—not only for unions, but for all organizations today.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

158.7 JAN t

Penerbit

Switzerland : Springer Nature., 2019

Deskripsi Fisik

170 hlm

Bahasa

English

ISBN/ISSN

9783030249144

Klasifikasi

158.7

Tipe Isi

text

Tipe Media

computer

Tipe Pembawa

online resource

Edisi

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Subjek

Industrial Psychology

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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