Abstract
Traditional militant displays of proud working-class masculinity are no longer an advantage in union (or Labor Party) campaigns to win public support. This paper examines the contested masculinities within the construction industry, and specifically those deployed within the campaign by construction unions to achieve workers' rights on site, together with the strategic limitations for their campaigning options. The question of how unions in this sector can effectively campaign to protect their rights is considered, as is the dilemma for union leaders in managing members' legitimate outrage when its usual expression will replicate behaviour demonised by the unions' opponents. In the era of mediated political campaigning, and third-wave labour politics, unions are having to reinvent their public image and campaigning tactics. As the example of the construction unions shows, gender roles and performances of particular masculinities and femininities are highly significant in this process.
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