As a sociologist researching the relationship between trade unions and the media, I watched with fascination – and admiration – as an estimated 200,000 workers took strike action in the UK this summer in response to the cost of living crisis. Over the next few days, unions are expected to call for coordinated strike action at the Trades Union Congress (TUC) annual conference.
Historically, the media has always been the key battleground for trade unions competing with employers and the government to influence public debate. The media can play a decisive role in determining the outcome of industrial disputes – for instance, by generating negative coverage that weakens workers’ solidarity and resolve on the picket lines.
If the labour movement wants to make real and lasting gains for workers in today’s broken Britain, it’s crucial that it comes up with its own red-hot media strategy.
