New Avenues for Labor Relations in the Platform Economy? the Institutionalization of the Youtubers Union–IG Metall Coalition

The paper presentation focuses on the factors that explain the emergence and accomplishments of the ‘FairTube’ campaign, which was initiated in 2019 by the YouTubers Union and the German metalworkers’ union IG Metall, and was later established as a formalised German association. While the initial focus of the campaign was on changing the monetization rules, which YouTube had altered very abruptly in 2017, the initiative subsequently focused on improving the working conditions of content creators. Methodologically, we deploy a mixed-methods design that flanks media discourse network analysis (DNA) through qualitative content analysis of expert interviews, which helps to analyse the interaction between these established and new actors in the governance and interest representation in the digital platform economy. Theoretically, the study combines power resource concepts with framing approaches to grasp both ideologies and power as focal points in the cooperation.

Our findings reveal a 'hybrid form of governance' that, by aligning ideologies and combining sources of power, was able to accomplish most of the goals set out by the campaign (e.g., avoiding arbitrary platform decisions, increasing transparency and communication, securing creators’ incomes). We conclude that new forms of collective action may mitigate particular negative consequences of the platform economy that stem from asymmetric power relations. However, trade unions did not use the case as a role model yet to address deprivations in the digital economy. The study seeks to contribute to a better understanding of platform work and to the concepts of power, ideas and interests in industrial relations and offers practical conclusion for the unions and actors involved.