Agitation and Control: a Tactical Analysis of the Campaign against New Jersey’s Quality Home Care Act

A shortage of home health aides has forced the institutionalization of some consumers who could otherwise be cared for at home. Chief among the many factors that limit the supply of home health aides is the profession’s low rate of pay and scant benefits. Unionization could be a positive force in alleviating the labor shortage. To date the Service Employees’ International Union (SEIU) has achieved tremendous success organizing home care paraprofessionals. Unionization and the establishment of public authorities have produced a substantial improvement in pay and benefits throughout Washington and Oregon, as well as in California’s larger cities and suburbs. A distinguishing feature of the three Western states is that the non-governmental sector had been relatively uninvolved in the provision of home health care. Elsewhere, public authorities could have the effect of driving both private sector for-profit and nonprofit competitors out of business. Therefore, the labor movement must anticipate a higher level of employer resistance as it seeks to replicate its West coast successes. This research analyzes the strategies and tactics used by employers opposed to homecare policy reform in New Jersey. The opposition was well organized and voiced a cohesive message, indicating a high degree of behind-the-scenes coordination. The analysis draws on the literature on business political activity and on the framework of agitation and control. This framework has been applied extensively to the study of communication patterns employed by supporters of social movements and their opponents who wish to maintain the status quo. Finally, lessons learned from this encounter with organized opposition are discussed.