“Liking” Your Union

Abstract

The authors examine the use of new social media (NSM) by Canadian unions during electoral campaigns. The use of NSM by unions is emerging in Canada, and the authors study the 2011 federal and provincial elections, arguably the first time Canadian unions used NSM as part of their electoral strategies. The authors show that unions with close partisan ties to the New Democratic Party are more likely to embrace NSM as an electoral tactic than unions with no partisan ties or unions that engage in strategic voting.