The article examines how class-based anti-union rhetoric (CAR) in mass media influences public perceptions of labor unions and their workers.

Background & Context: CAR frequently frames union workers negatively, casting them as undeserving or greedy. This study investigates whether exposure to such rhetoric affects support for unions among the American public.

Research Questions & Design: The researchers conducted a series of national survey experiments testing how different media narratives impact attitudes toward labor unions and their members.

Key Findings:

• Exposure to CAR reduces perceived similarity between respondents and targeted union workers, leading to lower ratings of deservingness
• Anti-union narratives dampen public support for pro-union legislation
• Crucially, this negative influence often overrides the natural affinity people feel toward fellow workers in similar circumstances.

Why It Matters: These findings demonstrate a powerful mechanism by which media discourse can shape—and potentially distort—public understanding of class dynamics and labor relations in contemporary American politics.