Representations of trade unions in the British press, 2000-2020

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Trade unions in Britain have a hard time building a public media profile. Research shows a decline in industrial journalism has led to fewer union stories in mainstream media (Seaton, 1991). More than 6 million people are a member of a union, yet unions and the issues they represent are rarely heard in the press. Coverage, when it is received, is often considered inaccurate or unfair (Beharrell & Philo, 1977). Understanding and addressing these concerns could shape the future of working peoples' representation. In the decades since the last major study (Manning, 1998), momentous events have moulded the political landscape, from New Labour and the financial crash to the Covid-19 pandemic. Trade unions remain the largest democratic membership organisation (Roper, 2020), and newspapers remain key to setting policy agendas, the agenda of other media and shaping public opinion (McCombs, 2004). Other conditions have changed: new industries have emerged while others declined, and the way news is produced and consumed has been transformed by technology. How has this altered the way working people find their voice? These circumstances have democratic consequences and necessitate a fresh academic contribution that considers the trade union experience in a changing economy and media environment. This study hypothesises that, while unions are growing, press coverage of union disputes remains in decline, and stories of industrial disputes are dominated by the voices of employers and consumers, rather than workers. What the study seeks to learn is: to what effect? The project will examine the position of trade unions in the press today: asking the following: -How are trade unions represented in the press? -How does coverage effect public opinion? -What challenges & opportunities do unions face in establishing a public media profile? This project seeks to build on findings from my research. For example, those involved in union disputes often feel both shunned by the media and obstructed by their own union's press office (Asquith, 2020). This project will further interrogate these experiences and explore ideas for supporting unions in improving press relations. This research requires quantitative and qualitative methods: measuring news content and analysing peoples' experiences. Specific union industrial disputes spanning the 2000-2020 period will form case studies. I will examine news coverage of conflicts to determine the themes of reporting. This project will have access to national polling, commissioned by unions, providing hard data concerning how press coverage shapes public opinion. A complementary qualitative approach to this question will offer nuance and detail through interviews and surveys of union members and non-members. Further interviews with union officials, activists and journalists will address the final question. The project ultimately seeks to investigate the strengths and weaknesses of existing media-union relations and how recommendations resulting from the study could help determine the future of the labour movement. In doing so, the research will rely on speaking directly to those involved in writing the news and those seeking to shape it. Narrowing down my sample to specific newspapers and disputes will help ensure data is manageable, research is focused, and content analysis is accurate. Five newspapers, and their online content, have been identified as sources, based on circulation. These sources comprise a spread in political leaning. Case studies cover a range of occupations, size and demographic of union. The research will also incorporate a 'live' dispute, taking place during the research period, to capture the views and experiences of those involved, and reporting as it happens. Supported by stakeholders in the labour movement, this research project presents an opportunity to produce innovative research and better understand and shape the future of trade unionism and working peoples' lives in Britain