This open access book investigates how trade unions representing different social classes use YouTube videos for renewal purposes. Information and communication technology has undoubtedly offered new opportunities for social movements, but while research suggests that these new means of communication can be used for trade union revitalization, few studies have examined what unions actually do on social media. By analysing more than 4500 videos that have been uploaded by Swedish trade unions, Jansson and Uba explore how unions use YouTube to address issues such as recruiting new members, improving internal democracy, promoting political campaigns and constructing (new) self-images. The results demonstrate that trade unions representing a range of social classes use different revitalization strategies via YouTube. This research will be of use to students and scholars researching European politics and political participation, trade unionism and labour movements in the digital age.

Social movements have attracted much attention in recent years, both from scholars and among the wider public. This book examines the consequences of social movements, covering such issues as the impact of social movements on the life course of participants and the population in general, on political elites and markets, and on political parties and processes of social movement institutionalization. The volume makes a significant contribution to research on social movement outcomes in three ways: theoretically, by showing the importance of hitherto undervalued topics in the study of social movements outcomes; methodologically, by expanding the scientific boundaries of this research field through an interdisciplinary approach and new methods of analysis; and empirically, by providing new evidence about social movement outcomes from Europe and the United States.

Social movements have attracted much attention in recent years, both from scholars and among the wider public. This book examines the consequences of social movements, covering such issues as the impact of social movements on the life course of participants and the population in general, on political elites and markets, and on political parties and processes of social movement institutionalization. The volume makes a significant contribution to research on social movement outcomes in three ways: theoretically, by showing the importance of hitherto undervalued topics in the study of social movements outcomes; methodologically, by expanding the scientific boundaries of this research field through an interdisciplinary approach and new methods of analysis; and empirically, by providing new evidence about social movement outcomes from Europe and the United States.

This open access book investigates how trade unions representing different social classes use YouTube videos for renewal purposes. Information and communication technology has undoubtedly offered new opportunities for social movements, but while research suggests that these new means of communication can be used for trade union revitalization, few studies have examined what unions actually do on social media. By analysing more than 4500 videos that have been uploaded by Swedish trade unions, Jansson and Uba explore how unions use YouTube to address issues such as recruiting new members, improving internal democracy, promoting political campaigns and constructing (new) self-images. The results demonstrate that trade unions representing a range of social classes use different revitalization strategies via YouTube. This research will be of use to students and scholars researching European politics and political participation, trade unionism and labour movements in the digital age.