Organizational scandal on social media: Workers whistleblowing on YouTube and Facebook

Abstract

The paper explores the emergence of organizational scandals on social media, and how the communicative dynamics of such scandals evolve as a social drama. I propose that when whistleblowers utilize information technologies to expose evidence of organizational misconduct, they, and their audiences, engage in meta- organizational discourse: The reflexive – immediate and durational – interactions through which organizational stakeholders instigate organizational scandals on social media, negotiate the normative boundaries of whistleblowing, and (de)legitimize the act of disclosing managerial transgressions online. I examine an organizational scandal embedded in the recent wave of workers’ unionization struggles in Israel in which whistleblowers performed the role of investigative journalists by posting a video on YouTube exposing a senior manager trying to dissuade workers from joining the union. Following that, on workers’ unionization Facebook pages, union supporters and opponents vigorously deliberated the intentions and consequences of publicly shaming their manager and damaging the reputation of their company. Analyzing workers’ discourse suggests that participants from both sides experienced the scandal as something that affected all company employees. They acknowledged the high visibility of their social drama and recognized the potential impact of whistleblowing online across organizational spatial and temporal boundaries.