Digital content framing for unionism: a conceptual model on the influence of context on Chilean labour confederations’ social media content
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Organización Internacional del Trabajo (OIT)
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| Format: | Artículo científico |
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International Labour Organization
2026
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| _version_ | 1874524901002444802 |
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| author | Daina Bellido de Luna Mayea (Author) Carolina Martínez Troncoso (Author) David Diaz (Author) |
| author_facet | Daina Bellido de Luna Mayea (Author) Carolina Martínez Troncoso (Author) David Diaz (Author) Daina Bellido de Luna Mayea (Author) Carolina Martínez Troncoso (Author) David Diaz (Author) |
| contents | Digital content framing for unionism: a conceptual model on the influence of context on Chilean labour confederations’ social media content Daina Bellido de Luna Mayea (Author) Carolina Martínez Troncoso (Author) David Diaz (Author) 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. 10.16995/ilr.19021 DOI https://doi.org/10.16995/ilr.19021 publication.journalArticle |
| format | Artículo científico |
| id | ilo_995708950402676 |
| institution | Organización Internacional del Trabajo (OIT) |
| publishDate | 2026 |
| publisher | International Labour Organization |
| spellingShingle | Digital content framing for unionism: a conceptual model on the influence of context on Chilean labour confederations’ social media content Daina Bellido de Luna Mayea (Author) Carolina Martínez Troncoso (Author) David Diaz (Author) Digital content framing for unionism: a conceptual model on the influence of context on Chilean labour confederations’ social media content Daina Bellido de Luna Mayea (Author) Carolina Martínez Troncoso (Author) David Diaz (Author) 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. 10.16995/ilr.19021 DOI https://doi.org/10.16995/ilr.19021 publication.journalArticle |
| title | Digital content framing for unionism: a conceptual model on the influence of context on Chilean labour confederations’ social media content |
| url | https://researchrepository.ilo.org/esploro/outputs/journalArticle/Digital-content-framing-for-unionism-a/995708950402676 |