| dc.description.abstract | This chapter briefy describes the goal and general argument
of the book, along with its theoretical framework and data collection,
and introduces the Swedish case. First, we set the discussion of labour
movements’ trade union revitalization and usage of social media—and
particularly of YouTube—into the broader context of scholarly literature. Second, we introduce the Swedish case and compare the videos
uploaded by Swedish trade unions with those uploaded by trade union
confederations in other European countries. We also explain why we are
investigating trade unions representing different social classes—namely,
the working class, middle class and upper middle class. Third, we briefy
describe the data collection and coding process and explain the methods of analysis used in this book: the rough metadata-based analysis of all
videos uploaded by Swedish trade unions to YouTube during the period
2007–2017 (a total of 4535 videos), the detailed qualitative content
analysis of 624 randomly selected videos and a qualitative analysis of 60
videos | |
