Viral media and unionisation

I’ve been interested in Upworthy for a long time. It was founded by Eli Pariser, author of the Filter Bubble and key figure in MoveOn.org, in order to leverage the dynamics of viral media to promote ‘meaningful’ and progressive content. But a few years on, with a change in Facebook’s algorithms having brought about a 48% drop in traffic within two months, the company is struggling badly. Hence their stance that, though they support the right of their staff to unionise, they shouldn’t because it would be bad for the company. This was a sentiment echoed by BuzzFeed founder Jonah Peretti:

“I think unions have had a positive impact on a lot of places, like if you’re working on an assembly line, and if you’re negotiating with management it can make a huge difference, particularly when labor is more replaceable. And I think I don’t think a union is right for BuzzFeed for two reasons. 

One, I think the way we pattern BuzzFeed is after companies like Google and Facebook, and the tech startups are very, very competitive for talent. They’re all trying to get the very best talent. That’s how I see BuzzFeed as well. We need to provide amazing benefits, we need to provide as much incentive for people to pick BuzzFeed over any other company.

A lot of the best new-economy companies are environments where there’s an alliance between managers and employees. People have shared goals. Benefits and perks and compensation are very competitive, and I feel like that’s the kind of market we’re in. A lot of times when you look at companies that have unionized, the relationship is very different. The relationship is much more adversarial, and you have lawyers negotiating for comp and looking at comparable companies and trying to keep compensation matched with other companies.

I think that actually wouldn’t be very good for employees at BuzzFeed — particularly people who are writers and reporters — because the comps for writers and reporters are much less favorable than comps for startup companies and tech companies. In general, I don’t think it’s the right idea for us. The only thing about BuzzFeed is that we’re global, most unions are national. We have people who move between different roles and in general unions do a lot of defining clearly what individual roles, and what the job function is. So for a flexible, dynamic company, it isn’t something I think would be great for the company.”

http://www.buzzfeed.com/coralewis/buzzfeed-founder-jonah-peretti-i-dont-think-a-union-is-right#.mhQJDDNKm

I’m very interested in how a self-congratulatory corporate culture (“we’re disrupting the world, solving wicked problems, making it a better and more exciting place!”) interacts with the accumulation of vast wealth. Or in this case, how the avowedly moral stance of someone like Pariser falls by the wayside when his company falls on difficult times.


Categories: Digital Sociology

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