On September 27, 2007 the world experienced
its first virtual strike. In response to a wage dispute, IBM workers
in Italy organized a picket outside their company's virtual "corporate
campus" based in the 3-D virtual world of SecondLife.
According to a report in the Guardian, workers "marched and waved
banners, gate-crashed a [virtual] staff meeting and forced the company
to close its [virtual] business center to visitors...The protest, by
more than 9,000 workers and 1,850 supporting 'avatars' from 30
countries", included a rowdy collection of pink triangles, "sentient"
bananas and other bizarro avatars.
While the strike was playful, it was also buttressed by careful
planning and organization. Workers set up a virtual strike taskforce,
developed educational materials in 3 languages, and held more 20 online
worker strategy meetings. The hard work paid off. According to
Christine Revkin of the Swiss union federation involved in the strike,
the protest led to new negotiations and the workers securing a better
deal. Twenty days after the initial protest the Italian CEO of IBM
resigned. (Here's a YouTube video from the strike and the new virtual IBM protest museum.)
Stories
like this offer a glimpse into the powerful potential of the emerging
2.0 world, a place where workers use social networking tools to quickly
reach across national and workplace borders, outflank their bosses, and
wield collective power. But right now, the type of virtual solidarity
seen in the IBM strike remains more promise than reality. People are
willing to sign petitions, donate money, trade information and join in
political discussions online, but translating these activities into
labor solidarity built on trust and a willingness to take economic or
physical risk on another's behalf is exceedingly rare.
As a result, political action online has been largely relegated to
electoral politics and tepid humanitarianism: it's been great for
raising money for Tsunami relief and mobilizing voters, but pretty
flaccid when it comes to wielding social movement power. (One exception
is organizing around highly repressive regimes, where workers, students
and others have successfully used mobile phones, twitter, etc. to
organize escalating protests and free jailed activists.)
This tension around the pros and cons of online organizing has
spurred a healthy debate inside and outside global labor and social
movements. Earlier this year Eric Lee, the Godfather of the online
labor movement posted an article entitled "How the Internet Makes
Organizing Harder", which drew a flurry of responses. More recently
community organizers in the US have been debating on DailyKos the merits of an article entitled "Real Change Happens Offline", written by Sally Kohn, campaign strategist at the Center for
Community Change
GLS has been experimenting with online strategies for close to a
decade now, largely spurred by our earlier work in the 1990's trying to
figure out how to build and maintain a large but informal network of
North American contingent workers. We
come to the problem as longtime chroniclers of social movements
interested in the underlying forces at work online, how these forces
can help or hinder social movement building, and how they challenge
existing union and social movement structures. Over the coming months
we'll be tracking some of the latest strategies and tools of 2.0 social movements. This first post begins to layout out some basic trends
and questions GLS has been tracking.
What's New and What's Not
Social networking is not new and
not about technology. It's not about Myspace, Facebook, or YouTube;
instead it's what everyone does every day: kindle and expand networks of
friends, family, co-workers, etc. In the political context it's about
finding and building communities of interest, linking common struggles,
and acting collectively. Facebook and other online social networking
tools are just a new way for people engage in this age-old activity.
But
at the same time the online universe is not simply another place for
people to congregate, circulate a petition, debate politics or mail out
a newsletter. Nor is it simply a new technology like cable
television -- merely bringing more channels into the home. Instead the
web is increasingly looking like the invention of the printing
press, which radically changed the lives of even those that could not
read by spurring the protestant reformation and scientific revolution.
During just the last several years the internet has evolved from
its first generation as a static information portal (e.g. websites) to
what is now referred to as Web 2.0, marked by the explosion of
user-generated and interactive content (Clay Shirky, author to Here Comes Everybody, has done some of the best
work on the implications of Web 2.0 for organizations.) There are five reasons why this
newly evolved electronic space is especially relevant to the future of
the global social movements:
1. Group Formation: New social networking tools, ranging from
Facebook and Twitter to email and listserves, make forming groups—and
hopefully social movements—much easier. Every time labor organizers
knock on doors, hold a community meeting or organize a protest the
primary goal is to entice individuals into group activity; they hope to
transform isolated actors with little social power into a powerful
force for social change. The problem is that group formation has
always been very hard to do.
What is new about tools like Facebook is that they make more varieties of group formation possible. Now, totally on their own, millions of people are
finding others who care about the same things they do, whether it be
around oyster farming, workplace complaints, or radical politics. What
the web has revealed is that there were thousands of these latent
groups that for hundreds of years were never able to form because it
was too difficult for people to identify others with similar interests
and too difficult for them to efficiently communicate when they did.
So now even the most transient and marginalized sectors in
society can potentially form support and sharing networks. Thousands from the
homeless community, for example, have gathered online to share their
stories and swap survival strategies, often posting from public
libraries.
At their core labor and other social movements are about group
formation, and now suddenly the tools exist to make it much easier to
bring people together. In practice, the labor movement might begin
helping workers access and learn how to use these new tools, and let
them uncover their own latent groups---groups that may well not fit
neatly into a narrow trade union agenda. Labor and social movement
organizations might also spend more time trafficking where people are
already gathering online, such as within the Obama social networks, and practice getting in the middle conversations and shifting debates.