Peculiarities of online communication of trade union organizations with a youth audience

Abstract

In a rapidly changing system of labor relations, trade union organizations increasingly recognize the importance of involving a young generation to maintain the stability of their functioning and effectiveness. At the same time, this social group is one of the most unprepared in terms of socio-legal and economic understanding of the essence of professional activity. Hence, it is obvious that both sides need each other. However, traditional means of mass information and mobilization no longer resonate with the digital media generation. Social networks come to the fore, specifically the Chinese platform TikTok. It has a high potential for dissemination of information and popularization of trade union organizations. The main purpose of this research paper is to explore the agenda for the relevant subject matter in this application. The main method is content analysis. Search requests were made using the following keywords: trade union (English language), związek zawodowy (Polish language) and profspilka (Ukrainian language). This way let us to expand the meaning and strengthen the weight of the results. Among other things, thematic content, content producers and means for its formation are determined. In conclusion, trade union organizations have already noticed the potential of the platform for communication with young people. Nonetheless, they have just begun to introduce this audience to their activities.