E-collectivism: On-line Action and On-line Mobilisation

Abstract

Using a case study web site, this paper illustrates how interactional processes of the Internet have been harnessed by lay trade union activists to both challenge the oligarchic practices of the formal leadership of their trade union and give voice to membership interest groups. Such analysis is situated within a framework of Trade Union Renewal Thesis and Mobilisation Theory. We look specifically at the potential of the use of Information and Communication Technologies (ICTs) in contributing to increased internal democracy, representativeness and accountability within trade unions, seen as crucial for the interest formation and identity construction necessary for collective action.

Introduction

There can be no doubt that unions have become less powerful and less demonstrably effective both in the workplace and at national level across the world. Commentators within the industrial relations field have debated the constituent parts of a trade union renewal thesis. Renewal thesis strategies can be classified into two main areas (although they are obviously interlinked): the first dealing with recruitment and servicing of members; the second with organising and mobilising. We focus on the latter area of renewal. In addition, there has been some recent attention to the positive role that new Information and Communication Technologies (ICTs) might play within union activity. However, the role of new ICTs has currently been disattended to in the renewal debate in Britain, and therefore, we situate analysis of the potentialities of the use of ICTs firmly within debates about strategies for union renewal and mobilising collective action.

We begin by synthesising debates around union renewal thesis, arguing that organising and mobilising strategies offer most potential for supporting trade unionism in the 21st century. We then move to discuss current theorising around mobilisation. We argue that this analysis does not elaborate fully enough on the importance of internal union democracy to the formation of collective interest, nor on the significant role played by ordinary members and lay activists. To illustrate our argument, we offer a detailed exposition of the case of the web site. Such detail is justified as it stands as one of the most extensive examples of the auditing, archiving and mobilising capacity of a contemporary lay activist web site and has been developed in order to force accountability and democratic processes within a trade union hierarchy.

Significance of the site

Although the online documentation is significant, there are a number of other features that are particularly noteworthy. Firstly, the site provides space for those who are marginalised within the union. In a sense, the whole theme of the site is that of providing information to, along with a voice for, the blinded and gagged. Secondly, the site demonstrates the capabilities inherent within the new ICTs to allow for the rapid and cheap posting of sophisticated mobilisation materials. On the home page, there was an invitation to “Meet Roger”. On clicking this link, the visitor was notified of a meeting: Roger Lyons is coming to the Yorkshire and Humberside regional meeting on Saturday 18 November at 10:30 am. in Wakefield Town Hall opposite the Prison. The meeting is open all MSF members. Ask him to autograph your expense claim.

The notice contained a high resolution picture of Lyons, thus making him more readily identifiable, but also it contained a further link to Wakefield Town Hall, which if clicked brought up a detailed Ordinance Survey map, so that all those who might wish to go to the meeting could find the venue more easily.

The site also contains reference to activities that indicate an awareness of the potential for the ‘e-form' to break through organisational boundaries and to be used as a distinct weapon of insurgency. Here, particular attention needs to be paid to the link, “Staff Edition”, which when opened revealed an emailed memo sent to all MSF staff encouraging them to visit the site. The significance of this communication is that given one can assume access to the at least near complete list of staff email addresses, the campaign to publicise the case against Lyons can reach the target audience in a matter of minutes. Furthermore, the rich content of the emailed memo, with direct hyperlinks to different parts of the site effectively places an opportunity to view the contents of the web site of the site in every email in-tray.

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Sources: School of Management, Royal Holloway, University of London and Warwick Business School, University of Warwick