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The place of feelings. How the language of empathy can be used by the working class to organise.

What is it about?

The article describes the website of the trade union that organises the workers at Google/Alphabet (Alphabet Workers Union - AWU) and shows how, through precise visual and linguistic choices, feelings are placed at the centre of the union's collective identity.

Why is it important?

The peculiarity of the article is given primarily by its object of study. Indeed, first of all this is one of the first trade unions to get created in the tech sector, moreover Trade Unions normally avoid using references to feelings when creating their identity. Apart from this, the multimodal approach used to analyse the website is illuminating and bears exceptional explanatory force.

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Claudia Ortu
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