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McStrike! Framing, (Political) Opportunity and the Development of a Collective Identity: McDonald’s and the UK Fast-Food Rights Campaign

Author

Listed:
  • Tony Royle

    (University of York, UK)

  • Yvonne Rueckert

    (University of Portsmouth, UK)

Abstract

This article examines the development of the UK ‘Fast-Food Rights Campaign’ and the formation of a collective identity amongst McDonald’s UK workers. It illustrates how, despite an acquiescent and fragmented workforce, workers diagnostically frame (recognize, articulate and attribute) perceived injustices relating to their pay and working conditions. However, the main focus is on prognostic framing which brings people ‘together’ to find a ‘consensus’ for a solution to perceived injustices. Prognostic framing also requires the ability to process and interpret information in a holistic way and to reach out for support to external stakeholders such as trade unions. The article applies Bourdieu’s theory of capital and the concept of political opportunity to help us ‘unpick’ prognostic framing. In this context, it examines the cultural and social capital of worker leaders, in particular their personal characteristics, and their perceptions about the level of support in the external environment.

Suggested Citation

  • Tony Royle & Yvonne Rueckert, 2022. "McStrike! Framing, (Political) Opportunity and the Development of a Collective Identity: McDonald’s and the UK Fast-Food Rights Campaign," Work, Employment & Society, British Sociological Association, vol. 36(3), pages 407-426, June.
    • Handle: RePEc:sae:woemps:v:36:y:2022:i:3:p:407-426
    DOI: 10.1177/0950017020959264
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    References listed on IDEAS

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    1. Paul Blyton & Jean Jenkins, 2013. "Mobilizing Protest: Insights from Two Factory Closures," British Journal of Industrial Relations, London School of Economics, vol. 51(4), pages 733-753, December.
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    Cited by:

    1. Wei Wei, 2024. "Never cross the red line? Analysing employment relations practices and the behaviour of front‐line managers in Chinese McDonald's stores," Industrial Relations Journal, Wiley Blackwell, vol. 55(2), pages 100-118, March.
    2. Wei Wei & Tony Royle, 2025. "Confucian values and zero-hour contracts: Sensemaking in workplace regimes at McDonald’s in China and the UK," Economic and Industrial Democracy, Department of Economic History, Uppsala University, Sweden, vol. 46(4), pages 942-966, November.
    3. Nana Wesley Hansen & Mark Friis Hau, 2024. "Between Settlement and Mobilization: Political Logics of Intra-Organizational Union Communication on Social Media," Work, Employment & Society, British Sociological Association, vol. 38(2), pages 299-317, April.

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