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Towards a New Flashmob Unionism: The Case of the Fight for 15 Movement

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  • Vincent Pasquier
  • Thibault Daudigeos
  • Marcos Barros

Abstract

Unionism renewal has been described as a hybridization process between ‘old’ and ‘new’ logics. Understanding how these two potentially conflicting logics might be combined, however, has so far received little attention. Through the study of the Fight for 15 (FF15) movement, we investigate how the old ‘collectivist’ logic of action‐oriented unions and the new ‘connectivist’ logic are being hybridized. To do so, we develop a mixed‐methods approach that combines interviews with Twitter data. We evidence three mechanisms through which the collectivist and connectivist logics are being hybridized, namely, imbrication, camouflage and cumulation. We suggest to name ‘flashmob unionism’ the hybrid logic of FF15, characterized by apparently spontaneous mobilizations, a loosely co‐ordinated organization, a personalized communication and online virality.

Suggested Citation

  • Vincent Pasquier & Thibault Daudigeos & Marcos Barros, 2020. "Towards a New Flashmob Unionism: The Case of the Fight for 15 Movement," British Journal of Industrial Relations, London School of Economics, vol. 58(2), pages 336-363, June.
    • Handle: RePEc:bla:brjirl:v:58:y:2020:i:2:p:336-363
    DOI: 10.1111/bjir.12507
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    References listed on IDEAS

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