Somewhere, somehow, America’s unions lost their cachet. Even into the 1970s, Hollywood made heroic union movies like Joe Hill and Norma Rae that succeeded at the box office.
How the tables have turned. Star Wars, The Last Jedi, is an example. In one of the biggest films of the year, the heros put in a call for help to their friend Maz Kanata. It is a quick scene and when Maz, the proprietor of a popular bar appears, we find her in the thick of battle, dodging bullets and so on.
“Are you OK, Maz?” “Yes, it’s just a little union dispute.”
Most of the people that worked on the movie were union members yet they had no problems slipping in a joke dissing unions. It is a testimony to how poorly unions are regarded that the union-disparaging joke enters the canon of one of the most popular film series ever.
The union’s PR situation will continue to deteriorate until they get some leadership that understands how the public forms its perceptions in the age of social media (and Trump). Maybe they can interest Steve Bannon in the job – he may be unemployed soon.