Abstract

In this article, we explore how labour organizations use and leverage social media for their agenda-setting in a decentralized labour context (i.e. Chile). We combine two studies – a topic-modelling 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.