Skip to main content

Trade Unions on YouTube

Online Revitalization in Sweden

  • Book
  • Open Access
  • © 2019

You have full access to this open access Book


  • 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

Buy print copy

Softcover Book USD 16.99 USD 59.99
Discount applied Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 59.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Table of contents (5 chapters)


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 unionismand labour movements in the digital age. 

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

  • 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

Publish with us