BY the Brazilian ABC Metalworkers’ Union How was the communications strategy born? The ABC metalworkers’ union is the protagonist in the social changes occurring in the recent history of Brazilian society. It is an active character in the fight against …
BY the Brazilian ABC Metalworkers’ Union
How was the communications strategy born?
The ABC metalworkers’ union is the protagonist in the social changes occurring in the recent history of Brazilian society. It is an active character in the fight against the military dictatorship, direct elections and the re-establishment of democracy in the country.
To confront the military dictatorship in the late 70s, ABC was born, called “New Unionism”: a union action that goes beyond the fight for better wages and work conditions and begins to reflect on broader issues of society.
During this period the strikes organized by the union had great support from those in sector. There were thousands of workers with crossed arms participating and supporting the union deliberations.
The Brazilian trade union law did not allow unions to enter the factories – only those who can do it through negotiation between workers and company. Therefore, at that time the trade union communicated with workers in two ways: the conferences and the newspaper “Tribuna Metalurgica ‘.
It turns out that the mainstream media in the hands of a few Brazilian families and accomplices of the military regime did everything to that society and the workers themselves, would became confused and do not have clarity about the events and position of the union.
In 1980, a newspaper said on national television that a strike had finished putting archives footages and causing deception amongst many workers towards the union. It was a lie!
The media, which always have been powerful force for union activity in the ABC Metalworkers, now take on an even greater importance. The metallurgical workers decided they would tell their own story, which would register their events and support social movements of their partners.
In Brazil, the social struggles have always been hidden, minimized or “demonised” by the mainstream media. And the conference deliberations of the ABC Metalworkers’ focused the efforts on a project that shows these struggles from another point of view.
Today’s communication vehicles?
Tribuna Metalúrgica: The only daily trade union newspaper in the world, circulating 40 to 60 thousand per day. With over 40 years always plays an important role in communication between workers and union. Speaks the workers’ language!
ABCD Maior: Printed newspaper for free distribution to the region ABCD, three times a week. It aims to enhance the region, reflecting critically on their events and spreading characters and situations not shown by the mainstream media and often unknown by the population. Edition of 25 per issue.
TVT: First television channel granted to a trade union. Aired in August 2010, as a result of 23 years of struggle of the ABC Metalworkers’Union.
Before becoming a television channel, since the 80s TVT was a video production company, building a broad collection of social and labour issues, and performing digitalisation and scanning of various materials.
The fight for that channel began in 1987 when Lula was still an assembly member and invited the chairman at the time of the ABC Metalworkers’Union, Vicentinho to talk with the Minister of Communications and ask for the first time for a broadcasting license.
The organization participated in four pools for the granting of broadcasting and has been deprecated in all, despite having met all the requirements required by law. The dream took place only when Lula on his second term as president.
The TVT communication project is structured in motion ideas and innovation, as well as social technologies production that provides new forms of relationships through television, internet and mobile technologies.
The purpose is to connect people and facilitate their expression, the production of content and shared access to information, culture and leisure.
The idea is to be an amplified voice channel of the social movements. Being committed to human rights that go far beyond the speech, have a purpose, show the importance of affirmative action in the production of worlds and communities, to validate the truth not established, the promotion of what is public and the multiplication of social experiences. Citizenship is done in society!
You can also follow them on twitter @smabc and @redeTVT
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