Reframing Solidarity: Company Magazine as Family Album

Abstract

We are witnessing a time of shrinking labor unions across the globe. Among member states of the Organisation for Economic Co-operation and Development, rates of union membership have declined from 30% in 1985 to 20% today (McCarthy 2017). In the U.S., the current rate is just 10.7% (Yadoo 2018). We have seen along with this the concomitant reduction in working-class and middle-class standards of living. Technological, political, and economic factors have impacted this change, but there is a cultural dimension to it as well. From the moment industrial unions in the U.S. gained power, corporations began to counter workingclass solidarity with alternative narratives that emphasized individualism, domesticity, and leisure. This article illuminates such efforts with a reading of one particularly sophisticated example from the mid-twentieth century, in which a steel corporation’s company magazine used workers’ own participation and self-representations in an effort to reorient notions of solidarity toward an identification with the corporation as family.