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When unions undertake labor organizing campaigns, they often do so from strong moral positions, contrasting workers' rights to decent pay or better working conditions with the more venal financial motives of management. But how does labor confront management when management itself has moral legitimacy? In With God on Our Side , Adam D. Reich tells the story of a five-year campaign to unionize Santa Rosa Memorial Hospital, a Catholic hospital in California. Based on his own work as a volunteer organizer with the Service Employees International Union (SEIU), Reich explores how both union leaders and hospital leaders sought to show they were upholding the Catholic mission of the hospital against a market represented by the other. Ultimately, workers and union leaders were able to reinterpret Catholic values in ways that supported their efforts to organize. More generally, Reich argues that unions must weave together economic and cultural power in order to ensure their continued relevancy in the postindustrial world. In addition to advocating for workers' economic interests, unions must engage with workers' emotional investments in their work, must contend with the kind of moral authority that Santa Rosa Hospital leaders exerted to dissuade workers from organizing, and must connect labor's project to broader conceptions of the public good.

When unions undertake labor organizing campaigns, they often do so from strong moral positions, contrasting workers' rights to decent pay or better working conditions with the more venal financial motives of management. But how does labor confront management when management itself has moral legitimacy? InWith God on Our Side, Adam D. Reich tells the story of a five-year campaign to unionize Santa Rosa Memorial Hospital, a Catholic hospital in California. Based on his own work as a volunteer organizer with the Service Employees International Union (SEIU), Reich explores how both union leaders and hospital leaders sought to show they were upholding the Catholic \"mission\" of the hospital against a market represented by the other. Ultimately, workers and union leaders were able to reinterpret Catholic values in ways that supported their efforts to organize. More generally, Reich argues that unions must weave together economic and cultural power in order to ensure their continued relevancy in the postindustrial world. In addition to advocating for workers' economic interests, unions must engage with workers' emotional investments in their work, must contend with the kind of moral authority that Santa Rosa Hospital leaders exerted to dissuade workers from organizing, and must connect labor's project to broader conceptions of the public good.

When unions undertake labor organizing campaigns, they often do so from strong moral positions, contrasting workers’ rights to decent pay or better working conditions with the more venal financial motives of management. But how does labor confront management when management itself has moral legitimacy? In With God on Our Side, Adam D. Reich tells the story of a five-year campaign to unionize Santa Rosa Memorial Hospital, a Catholic hospital in California. Based on his own work as a volunteer organizer with the Service Employees International Union (SEIU), Reich explores how both union leaders and hospital leaders sought to show they were upholding the Catholic \"mission\" of the hospital against a market represented by the other. Ultimately, workers and union leaders were able to reinterpret Catholic values in ways that supported their efforts to organize. More generally, Reich argues that unions must weave together economic and cultural power in order to ensure their continued relevancy in the postindustrial world. In addition to advocating for workers’ economic interests, unions must engage with workers’ emotional investments in their work, must contend with the kind of moral authority that Santa Rosa Hospital leaders exerted to dissuade workers from organizing, and must connect labor’s project to broader conceptions of the public good.

This chapter examines labor organizing efforts at Santa Rosa Memorial Hospital (SRMH) between 2004 and 2005 and how workers’ desire for voice in the hospital relates to their emotional investment in their work. It considers the concept of “voice” as an important component of the hospital workers’ unionization drive and shows how the Service Employees International Union’s campaign initially engaged workers’ frustration over a lack of power more than it did workers’ emotional commitment to hospital work. It also explains how SRMH’s antiunionism enabled the hospital to marginalize prounion worker leaders, intimidate union supporters, undermine union strategy, and frame the union as having interests that were opposed to the well-being of patients, the hospital, and the community. Finally, the chapter discusses the union’s political strategy as it moved from the workplace to the broader community. This analysis sheds light on what distinguished the ideological struggle from the strategies of more standard social movement unionism.