… The Internet takes possibilities for such “open mouth sabotage” to a completely new level. In an age when unions have virtually disappeared from the private sector workforce, and downsizings and speedups have become a normal expectation of working life, the vulnerability of employer’s public image may be the one bit of real leverage the worker has over him–and it’s a doozy. If they go after that image relentlessly and systematically, they’ve got the boss by the short hairs. Given the ease of setting up anonymous blogs and websites (just think of any company and then look up the URL employernamesucks.com), systematically exposing the company’s dirt anonymously on comment threads and message boards, the possibility of anonymous saturation emailings of the company’s major suppliers and customers and advocacy groups concerned with that industry…. well, let’s just say that labor struggle becomes a form of asymmetric warfare.
And such campaigns of open mouth sabotage are virtually risk-free, and impossible to suppress. From the McLibel case to the legal fight over the Diebold memos, from the DeCSS uprising to Trafigura, attempts to suppress negative publicity are governed by the Streisand Effect (named after Barbra’s attempt to suppress online photos of her house generated publicity that caused a thousand times as many people to look at the photos than otherwise would have). It is simply impossible to suppress negative publicity on the Internet, thanks to things like encryption, proxies, and mirror sites. And the very attempt to do so will generate more publicity beyond the target’s worst nightmares. Consider, for example, the increasing practice of firing bloggers for negative comments about their employers. What’s the result?Rather than a few hundred or a few thousand readers of a marginal blog seeing a post on how bad it sucks to work at Employer X, tens of millions of mainstream newspaper readers see a wire service story: “Blogger fired for revealing how bad it sucks to work at Employer X.”
Some of the most effective labor actions, in hard to organize industries, have involved public information campaigns like those of the Imolakee Indian Workers’ boycott of Taco Bell and pickets by the Wal-Mart Workers’ Association.
Rather than negotiating on the bosses’ terms under the Wagner rules, in order to negotiate a contract, we should be using network resistance and asymmetric warfare techniques to make the bosses beg us for a contract.