Understanding Faculty Association Communication Strategies During Strike Action Themes and Recommendations from the Canadian Strike Wave of 2021-22

Article Sidebar

PDF
Published: Jul 8, 2024
DOI: https://doi.org/10.14288/workplace.v35i1.186917
Keywords:
Faculty associations Faculty strikes Labour media Union communications

Main Article Content

Rachel K. Brickner
Acadia University
Andrew Biro
Acadia University
Joseph Hayes
Acadia University

Abstract

In 2021-22 there were an unprecedented six faculty association strikes across Canada. These strike actions took place during a period of crisis and transition in Canadian news industry. The consolidation of traditional media outlets meant that these venues were even less reliable for the extensive or effective coverage of the strikes, trends in post-secondary education, or faculty experiences as workers. Concurrently, the proliferation of social media platforms allowed faculty associations to reach audiences directly, bypassing the traditional news media. This paper presents results of our study of Canadian faculty associations’ communication strategies in this period of transformation in Canadian media structures. Based on interviews with members of the communications teams of faculty associations on strike in 2021-22, we identified three key issues that communications teams grappled with during their strikes: the “neutral” approach of the traditional media, a concern with maintaining professionalism and transparency, and the increasing need to use social media to reach important stakeholders. We conclude that although communicating with members remains the most critical task for faculty associations’ communications teams during negotiations and job action, it is a benefit to overall support to have robust external communications as well. In an ever-changing media environment, this means focusing on communications strategies well before beginning the bargaining process.

Article Details

Issue
Vol. 35 No. 1 (2024): Pre-prints
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
Author Biographies

Rachel K. Brickner, Acadia University

Rachel K. Brickner is a professor in the Politics department at Acadia University and teaches courses in comparative politics. Her scholarly interests have an overarching focus on labour rights and workers’ activism throughout the Americas, with a current focus on the politics of public education and the experiences and well-being of workers’ since Covid-19. She has served the Acadia University Faculty Association in many roles, including president, grievance officer, and chair of the communications committee.

Andrew Biro, Acadia University

Andrew Biro is a professor in the Politics department at Acadia University. His research and teaching interests are at the intersections of critical theory, environmental politics, media/cultural studies, and political economy. He has served the Acadia University Faculty Association in a number of roles, including as president in 2021-22.

Joseph Hayes, Acadia University

Joseph Hayes is a professor in the Psychology department at Acadia University. He teaches courses in personality and research methodology, and his research typically examines existential issues related to death and the will to live. He has served the Acadia University Faculty Association as a member of the executive committee, the survey committee, and the communications committee.