Digital content framing for unionism: A conceptual model on the influence of context on Chilean labour confederations’ social media content

Paper Details

Authors: Bellido de Luna Mayea D.; Martínez-Troncoso C.; Díaz D.

DOI: 10.16995/ilr.19021

Journal: International Labour Review

Year: 2026

Publisher: Open Library of Humanities

Document Type: Article

Open Access: All Open Access; Gold Open Access; Green Open Access

Cited by: 0

Abstract

In this article, we explore how labour organizations use and leverage social media for their agenda-setting in a decentralized labour context (Chile). We combine two studies – a topic-modelling algorithm (BERTopic) analysing the digital activity of five labour confederations on a specific social media platform (N = 14,863 tweets), together with five in-depth interviews with leaders and communication officers from these confederations – to explore how they prioritize messages and frame their content to advance their agendas. We also develop a conceptual model to address the influence of context on the choice of social media content. © The author(s) 2026.

Keywords

Chile; digital unionism; social media; trade union revitalization

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