Digital content framing for unionism: A conceptual model on the influence of context on Chilean labour confederations’ social media content

Abstract

In this article, we explore how labour organizations use and leverage social media for their agenda-setting in a decentralized labour context (Chile). We combine two studies – a topicmodelling algorithm (BERTopic) analysing the digital activity of five labour confederations on a specific social media platform (N = 14,863 tweets), together with five in-depth interviews with leaders and communication officers from these confederations – to explore how they prioritize messages and frame their content to advance their agendas. We also develop a conceptual model to address the influence of context on the choice of social media content.