Organizing to counter corporate power requires new strategies that go beyond traditional meetings. In a recent exchange, trade unionist Mark Bergfeld highlights the challenge of hyperpolitics—intense but fleeting political engagement—and argues that modern institutions must adapt to pluralistic realities.
Why Traditional Organizing Fails Against Corporate Power
Workers today face intolerable hours and digital overload. Attendance at union meetings, churches, and volunteer groups has plummeted. Bergfeld notes that people might not show up in person but will engage via TikTok, Instagram, or Spotify. This shift demands a rethinking of how to counter corporate power effectively.
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The Rise of Hyperpolitics
Anton Jäger’s concept of hyperpolitics describes a system where political intensity replaces durable institutional commitment. Bergfeld agrees with the diagnosis but warns against nostalgia for the old “pillar” system of Christian democracy. Instead, he calls for building new organizations that reflect today’s fragmented society.
Comparison: Traditional vs. Modern Union Tactics
| Traditional Tactics | Modern Tactics |
|---|---|
| Weekly in-person meetings | Digital campaigns via TikTok, Instagram, and podcasts |
| Single-union affiliation | Cross-platform influencer partnerships |
| Long-term institutional loyalty | Short-term, issue-based engagement |
| Top-down leadership | Decentralized peer-to-peer organizing |
Key Takeaways for Organizers
- Embrace digital tools to reach workers where they already spend time.
- Accept that hyperpolitics is here to stay—channel its intensity into action.
- Build pluralistic institutions that welcome diverse backgrounds and affiliations.
- Focus on concrete wins like workplace improvements to sustain engagement.
Case Study: Influencer Campaigns in the Hairdressing Industry
Bergfeld’s own campaign with hairdressers used social media influencers to spread union messages. The result? Higher visibility among young workers and a measurable uptick in membership inquiries. This approach proves that countering corporate power can succeed without traditional meeting structures.
FAQ
What is hyperpolitics?
Hyperpolitics refers to intense, episodic political engagement that lacks the organizational depth of earlier mass movements. It thrives on digital platforms but struggles to produce lasting power.
How can unions counter corporate power in the digital age?
Unions must adopt modern tactics such as influencer campaigns, podcasts, and short-form video content. They should also build flexible, inclusive structures that adapt to workers' fragmented lives.
Why is nostalgia for old institutions a problem?
Bergfeld argues that harking back to a golden age of Christian democracy ignores today's pluralistic society. The solution lies in drawing inspiration from the future, not the past.
Organizing to counter corporate power is not about recreating the 1950s. It’s about leveraging the tools of today to build the institutions of tomorrow. As the article shows, even trade unionists like Bergfeld are embracing hyperpolitics—but with a strategic twist that turns fleeting attention into lasting solidarity.
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