McStrike! Collective action frames and (political) opportunity: McDonald's and the UK fast-food rights campaign

Tony Royle*, Yvonne Rueckert

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

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    The article examines the development of the UK ‘Fast-Food Rights Campaign’ and the formation of a collective identity amongst McDonald’s UK workers. We illustrate how, despite an acquiescent and fragmented workforce, workers diagnostically frame (recognize, articulate and attribute) perceived injustices relating to their pay and working conditions. However, our main focus is on prognostic framing which brings people ‘together’ to find a ‘consensus’ for a solution to perceived injustices and requires the ability to process and interpret information in a holistic way and, to reach out for support to external stakeholders such as trade unions. We apply Bourdieu’s theory of capital and the concept of political opportunity to help us ‘unpick’ prognostic framing. In this context, we examine the cultural and social capital of worker leaders, in particular their personal properties and, their perceptions about the level of support in the external environment.
    Original languageEnglish
    Pages (from-to)407-426
    Number of pages20
    JournalWork Employment & Society
    Issue number3
    Early online date23 Dec 2020
    Publication statusPublished - 1 Jun 2022


    • cultural capital
    • diagnostic framing
    • identity
    • McDonald’s
    • political opportunity
    • prognostic framing
    • social capital
    • strikes


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