Bringing Social Justice Rhetoric and Deliberation into the Engineering Writing Classroom: the case of Amazon "cubicle activists"

Elizabeth Fife

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Conference: 2022 ASEE Zone IV Conference
Location: Vancouver
Publication Date: May 12, 2022
Start Date: May 12, 2022
End Date: May 14, 2022
Conference Session: Innovation In Teaching - II
Tagged Topics: Diversity and Conference Submission
Page Count: 14
DOI: 10.18260/1-2--44722
Permanent URL: https://peer.asee.org/44722
Download Count: 71

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Elizabeth Fife University of Southern California

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Associate Prof of Practice, Engineering Writing Program, Viterbi School of Engineering, University of Southern California. Expertise areas include: communication in collaborative environments, multidisciplinary groups, and far-flung virtual teams, communication support for open innovation inside and outside the enterprise, and finally, techniques to support global multicultural organizations. Dr. Elizabeth Fife has taught technical and professional communication courses in the Viterbi School of Engineering and the Marshall School of Business at USC for the past 20 years. Elizabeth has taught undergraduates, graduate students and engineering and industry professionals the core elements of technical writing and presenting for academic and business audiences. In addition,she has developed specialized modules and workshops for companies in the ICT industry as well as for international companies and students in Korea, China, Japan and other Asia-Pacific countries. Education: Ph.D., International Relations, University of Southern California. Research Interests: - Collaborative environments for innovation (wikis, social networks and other collaborative online platforms), emerging economies development and the role of IT/communications technology, and methodologies for measurement and assessment frameworks

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Abstract

The tech industry has seen a growth in employee protest activity against both internal policies for workers, but also expressions of concern over wider social issues including US immigration policy, climate change, personal privacy, and military contracts. Companies including Microsoft, IBM, Tableau, Salesforce, Facebook, Google and Amazon have had a variety of responses to manage a growth in social justice related petitions, walk-outs, and protests from employees, that have ranged from firing individuals to meeting demands at least in part. Study of these activities in the engineering writing classroom has multiple benefits in terms of developing student’s sense of deliberate purpose, persuasive communication skills and understanding of their ethical boundaries within the field of engineering. This paper reports on the results of using a case study of Amazon’s “cubicle activists” who organized to protest their companies lack of serious involvement in addressing climate change. Students at the Master’s level have engaged with this case and written reflective papers to identify ethical dilemmas and pathways to change within current global structures. Additionally, the paper makes a case for bringing social justice issues of relevance to engineering students in the writing classroom

Motivation:

Lucena and Leydens (2015) have described the “socio-technical” constructs of engineering concepts, models and systems, noting that social justice dimensions related to implementation and creation are often invisible or are considered separately in engineering courses. As social justice rhetoric and actions are not often integrated into engineering courses, there are few opportunities for prompting engagement and consideration of the human element behind the products of technology (Scott & Welch, 2014). Further, according to Mignolo, (2011), the poverty, inequities, commodification, etc. behind progress and globalization are rarely discussed as causes. and are usually only offered up as the solution.

Use of stand-alone case studies are increasingly incorporated into engineering communication courses as a teaching tool to encourage broad thinking of ethics and societal impact of technologies. Case studies based on real world events can be tools to engage engineering students as discussion can be grounded in concrete scenarios as a vehicle for introducing abstract ethical principles (Bockman, J., R., & Couture, B., 1984, and Boehrer, J. 1990.).

Employee Activism in Context of Amazon’s Protest Activities

Employee-driven efforts for social justice have occurred in the past, for example in the 1990s gay and lesbian workers sought to attain benefits for domestic partners, given the lack of legal protections (Chishi & Bolter, 2019). Such activity tends to be supported by shifts in public opinion. However, the current wave of protest activity from within companies is largely focused on national and global social issues that are intertwined with company policies and products.

Instructional Notes for this Case

Students can view this case through various lenses to support deeper analysis of the case and assessment of the rhetorical moves of various actors and underlying context. Success factors and overall sustainability of tech employee activism can also be explored as this framework allows for generalizability and hence, wider application beyond the case of Amazon.

Amazon’s Workplace Activists

In general terms the capabilities, demographics and circumstances of high-tech employee protesters are an important key to understanding the emergence and continued effort. The makeup of high-tech employees tend to be the Millennial generation, who according to reports tend to feel strongly that their employers should be involved in addressing societal issues.

Given that graduating engineering students often purport to care about the ethics of the company they work for, efforts have been made to demonstrate progressive values and openness as a company recruitment tool; having recruited employees that actually care about these things, leading companies such as Amazon have facilitated the employee activism they now are facing. The communications of Amazon’s employee activists indicate that the intended audience is within the company, (management and other employees) and protest moves externally when leadership does not pay attention.

Communication Strategies

The use of the company’s own mission statements and training creeds have been effectively used to show a gulf between stated values and actual practice. Turning the tables on a company by arguing for change using their own core principles has allowed protesters to make powerful points for the audience they are seeking to influence: executives in the company as well as other fellow employees. The company’s core values around customer-centricity have been questioned by protesters who note that customers might have higher priorities than one-day delivery, and Amazon should consider this.

Technological Affordances

Adept use of online communication to mobile and encourage participation and then to broadcast results has been a critical underpinning of high-tech employee activism. Maiorescu (2017) highlights the use of social networking platforms by employee activists in tech fields to engage, solidify identity and organize in contrast to the minimal and ineffective use of social networking in IBM. Social communication tools that make it possible to network inside a company and externally are notable features of current efforts of employee activists.

Outcomes

Considered one of “America’s most trusted brands” Amazon employees are pushing the company to earn its reputation and uphold a higher standard of corporate responsibility. While protester influence thus far could be characterized as incremental, rather than transformative, discussion and analysis of this case has a three-fold purpose. First, it is intended to help students delineate the rhetorical and situational capacities behind social justice protest in the workplace. Second, students can explore an imagined future alignment of public advocacy for environmental and societal justice, matched with public (customer) concern for the environment and other social issues. This linkage has provided fuel for employee protests in the past such as gay rights, and thus could provide a the “boundary-spanning” drive for cubicle activists to move their company’s agenda. Finally, case analysis of Amazon contributes to integration of the social and technical context of engineering efforts.

Citation
Format

Fife, E. (2022, May), Bringing Social Justice Rhetoric and Deliberation into the Engineering Writing Classroom: the case of Amazon "cubicle activists" Paper presented at 2022 ASEE Zone IV Conference, Vancouver. 10.18260/1-2--44722

TY  - CPAPER
AB  - The tech industry has seen a growth in employee protest activity against both internal policies for workers, but also expressions of concern over wider social issues including US immigration policy, climate change, personal privacy, and military contracts. Companies including Microsoft, IBM, Tableau, Salesforce, Facebook, Google and Amazon have had a variety of responses to manage a growth in social justice related petitions, walk-outs, and protests from employees, that have ranged from firing individuals to meeting demands at least in part.  Study of these activities in the engineering writing classroom has multiple benefits in terms of developing student’s sense of deliberate purpose, persuasive communication skills and understanding of their ethical boundaries within the field of engineering.  This paper reports on the results of using a case study of Amazon’s “cubicle activists” who organized to protest their companies lack of serious involvement in addressing climate change.  Students at the Master’s level have engaged with this case and written reflective papers to identify ethical dilemmas and pathways to change within current global structures.  Additionally, the paper makes a case for bringing social justice issues of relevance to engineering students in the writing classroom

Motivation:

Lucena and Leydens (2015) have described the “socio-technical” constructs of engineering concepts, models and systems, noting that social justice dimensions related to implementation and creation are often invisible or are considered separately in engineering courses.  As social justice rhetoric and actions are not often integrated into engineering courses, there are few opportunities for prompting engagement and consideration of the human element behind the products of technology (Scott &amp;amp; Welch, 2014).  Further, according to Mignolo, (2011), the poverty, inequities, commodification, etc. behind progress and globalization are rarely discussed as causes. and are usually only offered up as the solution. 

Use of stand-alone case studies are increasingly incorporated into engineering communication courses as a teaching tool to encourage broad thinking of ethics and societal impact of technologies.  Case studies based on real world events can be tools to engage engineering students as discussion can be grounded in concrete scenarios as a vehicle for introducing abstract ethical principles (Bockman, J., R., &amp;amp; Couture, B., 1984, and Boehrer, J. 1990.).

Employee Activism in Context of Amazon’s Protest Activities

Employee-driven efforts for social justice have occurred in the past, for example in the 1990s gay and lesbian workers sought to attain benefits for domestic partners, given the lack of legal protections (Chishi &amp;amp; Bolter, 2019).  Such activity tends to be supported by shifts in public opinion.  However, the current wave of protest activity from within companies is largely focused on national and global social issues that are intertwined with company policies and products.  

Instructional Notes for this Case

Students can view this case through various lenses to support deeper analysis of the case and assessment of the rhetorical moves of various actors and underlying context.  Success factors and overall sustainability of tech employee activism can also be explored as this framework allows for generalizability and hence, wider application beyond the case of Amazon. 

Amazon’s Workplace Activists

In general terms the capabilities, demographics and circumstances of high-tech employee protesters are an important key to understanding the emergence and continued effort.  The makeup of high-tech employees tend to be the Millennial generation, who according to reports tend to feel strongly that their employers should be involved in addressing societal issues.  

Given that graduating engineering students often purport to care about the ethics of the company they work for, efforts have been made to demonstrate progressive values and openness as a company recruitment tool; having recruited employees that actually care about these things, leading companies such as Amazon have facilitated the employee activism they now are facing.  The communications of Amazon’s employee activists indicate that the intended audience is within the company, (management and other employees) and protest moves externally when leadership does not pay attention.  

Communication Strategies

The use of the company’s own mission statements and training creeds have been effectively used to show a gulf between stated values and actual practice.  Turning the tables on a company by arguing for change using their own core principles has allowed protesters to make powerful points for the audience they are seeking to influence: executives in the company as well as other fellow employees.  The company’s core values around customer-centricity have been questioned by protesters who note that customers might have higher priorities than one-day delivery, and Amazon should consider this.    

Technological Affordances 

Adept use of online communication to mobile and encourage participation and then to broadcast results has been a critical underpinning of high-tech employee activism.  Maiorescu (2017) highlights the use of social networking platforms by employee activists in tech fields to engage, solidify identity and organize in contrast to the minimal and ineffective use of social networking in IBM.  Social communication tools that make it possible to network inside a company and externally are notable features of current efforts of employee activists. 

Outcomes

Considered one of “America’s most trusted brands” Amazon employees are pushing the company to earn its reputation and uphold a higher standard of corporate responsibility.  While protester influence thus far could be characterized as incremental, rather than transformative, discussion and analysis of this case has a three-fold purpose.  First, it is intended to help students delineate the rhetorical and situational capacities behind social justice protest in the workplace.  Second, students can explore an imagined future alignment of public advocacy for environmental and societal justice, matched with public (customer) concern for the environment and other social issues.  This linkage has provided fuel for employee protests in the past such as gay rights, and thus could provide a the “boundary-spanning” drive for cubicle activists to move their company’s agenda.  Finally, case analysis of Amazon contributes to integration of the social and technical context of engineering efforts.  


AU  - Elizabeth Fife
CY  - Vancouver
DA  - 2022/05/12
PB  - ASEE Conferences
TI  - Bringing Social Justice Rhetoric and Deliberation into the Engineering Writing Classroom: the case of Amazon "cubicle activists"
UR  - https://peer.asee.org/44722
DO  - 10.18260/1-2--44722
ER  -