CHAPTER 8



Chapter 8

Human Resources Management

ALTERNATIVE VIDEO TITLE

SAG/AFTRA/WGA: UNITED WE STAND

learning objectives

• DISCUSS WAYS IN WHICH THE ENTERTAINMENT INDUSTRY CAN PROMOTE DIVERSITY.

• Explain why workers organize.

• Discuss what labor unions do for their members.

• Explain the collective bargaining process and the tactics each side uses to achieve its objectives.

• Explore trends in union membership and union-management relationships.

key people and companies

JOHN P. CONNOLLY, NATIONAL PRESIDENT OF THE AMERICAN FEDERATION OF TELEVISION AND RADIO ARTISTS, AFL-CIO

Alan Rosenberg, President, Screen Actors Guild

Patric Verrone, President Writer’s Guild of America

overview

THE EFFORTS OF ORGANIZED WORKERS THROUGH THE 20TH CENTURY HAVE BEEN RESPONSIBLE FOR THE 40-HOUR WORKWEEK, THE 8-HOUR DAY, WEEKENDS, LUNCH BREAKS, MINIMUM WAGE, AND MINIMUM SAFETY CONDITIONS. THE IMAGE MOST PEOPLE HAVE OF UNIONS IS THAT OF A BLUE-COLLAR ORGANIZATION, SUCH AS THE TEAMSTERS OR THE UNITED AUTO WORKERS. THIS VIDEO PRESENTS A DIFFERENT TYPE OF UNION, REPRESENTING ARTISTS AND WRITERS IN A CREATIVE INDUSTRY.

The Screen Actors’ Guild, the American Federation of Radio Artist, and the Writers Guild of America represent workers in the entertainment industry. Sometimes the distinctions are hard to see. For example, television personalities often do voice-overs for radio commercials. The challenge facing unions today is to remain relevant in a constantly changing entertainment world.

The three unions often work together in bargaining campaigns. To quote a basic union principle, strength in unity. While each union represents only one segment of the industry, the combination of all three can be a powerful force.

preparing students before the video

MUCH OF THE MATERIAL IN THE TEXT INVOLVES TRADITIONAL UNIONS AND THEIR ACTIVITIES. THIS VIDEO PRESENTS ANOTHER TYPE OF UNION, THE ORGANIZATION OF ARTISTS AND WRITERS. ASK THE STUDENTS IF THEY HAVE EVER HEARD OF THE SAG, AFTRA, OR WGA. THEN REVIEW THE BASIC OBJECTIVES OF UNIONS AND THE TACTICS USED BY UNIONS TO ACHIEVE THESE OBJECTIVES.

This video was completed before the Writers’ Guild went out on strike in 2007. One of the main issues in that labor action was how future revenues from new distribution methods would be divided. Some of these new methods, such as viewing shows via the Internet, are touched on in this video. The strike lasted three months and stopped new television programming in the middle of the 2007-2008 season. Ask students if they were aware of the WGA strike. If so, were they supportive of the WGA demands or not?

major issues in the case

• HOW MANAGEMENT-LABOR RELATIONSHIPS IN THE ENTERTAINMENT INDUSTRY ARE CHANGING.

• Concept of equal work for equal pay.

• Union tactics to achieve objectives, such as the strike.

• How new media and technology have changed the role of organized labor.

• Cooperation between unions to achieve a united objective.

• Future of unions in the changing economic and social environment.

Additional Discussion questions

1. ONE OF THE PRIMARY CONCERNS OF TRADITIONAL LABOR UNIONS IS THE TREAT OF OUTSOURCING. COULD THE ENTERTAINMENT INDUSTRY OUTSOURCE OPERATIONS? HOW WOULD THIS AFFECT SAG AND THE OTHER UNIONS?

2. What are some of the unique challenges facing entertainment unions in the coming decade?

3. The video touches on the era of Senator Joe McCarthy and the House Un-American Activities Committee. Do you think there is ever a reason for government to intervene in the entertainment industry and its unions to influence its message? Why or why not?

Suggested Answers for Discussion Questions

1. ONE OF THE PRIMARY CONCERNS OF TRADITIONAL LABOR UNIONS IS THE TREAT OF OUTSOURCING. COULD THE ENTERTAINMENT INDUSTRY OUTSOURCE OPERATIONS? HOW WOULD THIS AFFECT SAG AND THE OTHER UNIONS?

A major artist or writer cannot be replaced by a less expensive talent in India or Indonesia. The majority of SAG/AFTRA/WGA members, however, are relatively unknown. Could their jobs be outsourced? Can a writer overseas write a television script for the American audience? Does the nationality of an actor increase/decrease the appeal of a film? Interesting discussion. In fact, the entertainment industry is using locations in other countries more frequently. Many popular films are shot in locations with lower production costs. For example, “Rambo Returns” was shot in Thailand and “Laura Croft: Tomb Raider II” was filmed in North Wales.

2. What are some of the unique challenges facing entertainment unions in the coming decade?

Possible future challenges: the challenge of outsourcing, organizing workers in emerging entertainment vehicles, achieving equal pay for equal work, broadening and expanding union membership, role of new media and distribution methods, and so on.

3. The video touches on the era of Senator Joe McCarthy and the House Un-American Activities Committee. Do you think there is ever a reason for government to intervene in the entertainment industry and its unions to influence its message? Why or why not?

Many criticize the glorification of drug use in films and on television. Is this a message that the government should try and influence? Racism? Violence? A potentially volatile discussion.

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