Worker participation, or lack thereof, in union organizing campaigns has mainly been explained by workers' individual characteristics. This article takes a broader perspective: It postulates that union characteristics, and most importantly, the manner in which the union presents itself, are crucial in individuals' decisions to participate. The article shows, through analyses of interviews with workers collected after a union organizing campaign, that potential participants act in accordance with symbols the union presents to them. In the case examined here, the union presented itself as a business with a product to sell. This business presentation of self precluded participation because workers perceived that dues payment was all that was required to complete the business transaction. Political and economic hostility has been correctly blamed for the decrease in union strength. However, by acknowledging that the union's presentation has important ramifications for employee behavior, unions may gain more control over their own fate.
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