Engaging with social media in a context of fragmentation and change: Chilean unions' use of the Internet and social media

Abstract

PurposeThis paper explores the ways in which a range of company-level trade unions based in Chile's food manufacturing industry engage with Internet technologies and social media.Design/methodology/approachThe research has a qualitative methodology with 69 semi-structured interviews conducted between 2015 and late-2019 with different level informants such as trade union leaders, human resource managers, line managers, labour lawyers, academics and field experts.FindingsThe findings suggest that these trade unions' engagement with social media was not widespread, using it to share communication of day-to-day activities with members. The article argues that even in contexts where there appear to be some radical union traditions, a trade unions' identity, as well as the nature of the employment relationship, can have a constraining effect regarding how unions use digital technologies and social media.Practical implicationsThe article suggests new ways for Chilean trade unions to take the opportunities offered by digital platforms and social media to enhance the representation of their workers' collective rights while advancing the labour movement's agenda.Originality/valueThe paper makes a direct contribution to the literature on Internet technologies, social media and the labour movement, while expanding the empirical evidence on the topic and looking at the limitations and constraints on the use of social media in this context. Given the current discussion in academic settings as well as within the union movement about the importance of social media for trade union revitalization, the present paper focuses on building empirical research in a less known context (i.e. Chile).

Tragic performances? How unions stage their online identity

“…Our findings sharply contrast with those who subscribe to the techno-neutrality thesis and believe that social media reflects rather than affects unions’ identities (Martínez Lucio and Walker, 2005). While we concur that some union characteristics constrain and direct how unions communicate on social media (Bellido de Luna, 2022), our findings strongly indicate that social media also shapes unions’ online identities in return. More precisely, our findings highlight how the technical features of social media and the cultural norms associated with them influence how unions perform who they are online.…”

“…In other words, while this thesis takes the view that unions’ identities shape their digital behaviour (Geelan, 2021; Geelan and Hodder, 2017; Martínez Lucio and Walker, 2005), it does not consider that digital technologies influence their online identities in return. Bellido de Luna (2022) embraces this techno-neutrality view when she concludes that the strong servicing identity of Chilean unions is reflected by their narrow use of social media and their limited ability to use these technologies innovatively. In a similar vein, in their study, Houghton and Hodder (2021b: 235) show ‘how a more militant, class-orientated union may use the Internet to reflect its identity’.…”

Diário de uma navegante em águas turbulentas

“…Para a autora, a forma de uso das plataformas retratadas nas entrevistas reflete a identidade dos sindicatos estudados, mais voltada para o mercado, e cuja principal forma de atuação é a disponibilização de serviços para seus membros. Outro ponto que pode ter sido relevante para o cenário encontrado é a tipo de relação entre os argumenta que, embora o uso das plataformas de mídias sociais demonstre hierarquização da comunicação e não seja considerado pelas lideranças sindicais como uma ferramenta emancipadora, não trabalhadores jovens, e realizando campanhas entre os representantes sindicais para ampliar a interação online entre o sindicato e seus membros e, ainda, trabalhar com as lideranças sindicais de modo a convencê-los de que o uso destas tecnologias auxilia a atingir de seus objetivos(BELLIDO DE LUNA, 2022).Questões relativas às dificuldades de engajamento e interação se apresentam da mesma maneira quando colocadas em mira as organizações internacionais. Geelan e Hodder(2017), perceberam que o Twitter na da Union Solidarity International (USI) é usado principalmente para dar publicidade à atividades dos sindicatos em vários países do mundo.…”