Unionism renewal has been described as a hybridization process between 'old' and 'new' logics. Understanding how these two potentially conflicting logics might be combined, however, has so far received little attention. Through the study of the Fight for 15 (FF15) movement, we investigate how the old 'collectivist' logic of action-oriented unions and the new 'connectivist' logic are being hybridized. To do so, we develop a mixed-methods approach that combines interviews with Twitter data. We evidence three mechanisms through which the collectivist and connectivist logics are being hybridized, namely, imbrication, camouflage and cumulation. We suggest to name 'flashmob unionism' the hybrid logic of FF15, characterized by apparently spontaneous mobilizations, a loosely co-ordinated organization, a personalized communication and online virality.

This article examines the affordances that digital technologies offer to labour unions. The results of our study of 13 trade unions in Canada contrast with the prevailing techno‐deterministic perspectives in the literature which describe digital technologies as fundamentally good, bad or neutral for unions. By adopting an affordance approach, our paper examines how union actors perceive digital technology utility and constraints across five union core functions. The study identifies four digital information and communication technology affordances for unions (visibility, intensification, aggregation and addressability) and contributes to the literature on union renewal by showing how these affordances interact in a complex way and can reinforce trade unions' capabilities.

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