Traditional actors such as trade unions are inevitably challenged by digital technologies, not only from the perspective of labor relations, but also in relation to outreach and communications strategies. In fact, as online and offline realities become increasingly intertwined, the presence of organized labor institutions within the Internet’s current networked environment is unavoidable. This article debates digital trade unionism as a strategy for trade union renewal, particularly the implications of using social media platforms to connect and interact with a broader audience beyond the labor movement. Through a comprehensive comparative analysis of the Facebook pages of six trade union confederations from Brazil, Canada, Portugal, and the UK, we find that despite the possibilities for horizontal dialogue enabled by the new digital communication and information technologies, trade union confederations maintain an outdated ‘one-way’ model of communication, hindering opportunities to reach and engage with both union and non-union actors.

诸如工会之类的传统参与者不可避免地受到数字技术的挑战，这不仅是从劳资关系的角度来看，而且在宣传和沟通战略方面也是如此。实际上，随着在线和离线现实之间越来越紧密地交织在一起，不可避免地在互联网当前的网络环境中存在有组织的劳动机构。本文讨论了将数字工会作为一种工会更新战略的问题，特别是使用社交媒体平台与工人运动以外的广大受众进行联系和互动的含义。通过对来自巴西，加拿大，葡萄牙和英国的六个工会联合会的Facebook页面进行的全面比较分析，