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  • Book
  • Open Access
  • © 2019

Trade Unions on YouTube

Online Revitalization in Sweden

  • Analyses a source of social media rarely researched in academic study

  • Provides a key contribution for scholars and practitioners of labour movements and industrial relations, through insight into union revitalization and renewal

  • Investigates themes such as audience, message and self-image of unions on YouTube

Buying options

Softcover Book USD 59.99
Price excludes VAT (USA)
Hardcover Book USD 59.99
Price excludes VAT (USA)

Table of contents (5 chapters)

  1. Front Matter

    Pages i-xii
  2. Introduction

    • Jenny Jansson, Katrin Uba
    Pages 1-30Open Access
  3. Audiences: Who Do Unions Target?

    • Jenny Jansson, Katrin Uba
    Pages 31-54Open Access
  4. Messages: Political Action—Agenda-Setting, Elections and Protests

    • Jenny Jansson, Katrin Uba
    Pages 55-77Open Access
  5. Self-Images on YouTube

    • Jenny Jansson, Katrin Uba
    Pages 79-106Open Access
  6. Trade Unions on YouTube: Conclusions

    • Jenny Jansson, Katrin Uba
    Pages 107-115Open Access
  7. Back Matter

    Pages 117-160

About this book

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 media and politics
  • social media
  • Scandinavian welfare state
  • Swedish work policy
  • sociology of work in Sweden

Authors and Affiliations

  • Department of Government, Uppsala University , Uppsala, Sweden

    Jenny Jansson

  • Department of Government, Uppsala University, Uppsala, Sweden

    Katrin Uba

About the authors

Jenny Jansson is Researcher in the Department of Government, Uppsala University, Sweden, and the Institute for Social Movements, University in Bochum, Germany.

Katrin Uba is Associate Professor of Political Science at Uppsala University, Sweden, and University in Tartu, Estonia.

Bibliographic Information

  • Book Title: Trade Unions on YouTube

  • Book Subtitle: Online Revitalization in Sweden

  • Authors: Jenny Jansson, Katrin Uba

  • DOI:

  • Publisher: Palgrave Pivot Cham

  • eBook Packages: Social Sciences, Social Sciences (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019

  • License: CC BY

  • Hardcover ISBN: 978-3-030-24913-7Published: 16 August 2019

  • Softcover ISBN: 978-3-030-24916-8Published: 16 August 2020

  • eBook ISBN: 978-3-030-24914-4Published: 01 August 2019

  • Edition Number: 1

  • Number of Pages: XII, 160

  • Number of Illustrations: 15 b/w illustrations

  • Topics: Sociology of Work, Media Sociology, Labor History

Buying options

Softcover Book USD 59.99
Price excludes VAT (USA)
Hardcover Book USD 59.99
Price excludes VAT (USA)