Work

Sticks and stones: Comparing Twitter campaigning strategies in the European Union referendum

Year: 2017

Type: article

Abstract: Both camps made extensive use of social media during the referendum, both to mobilise existing supporters and to convert new ones. However, the three main groups—Stronger In, Vote Leave and Leave.EU—each took differing strategies within this. Drawing on tweets published by the groups, the article compares the use of different positive and negative frames, as well as the thematic content. While reinforcing other work that shows differentials in focus on specific themes—economics for Stronger In, politics and immigration for the Leave groups—the analysis also highlights the use on both sides of ‘sticks’ (capitalisation on the other side’s errors) and ‘stones’ (new issues and framings that the group brings to the debate). If the latter constituted the pre-game plan, then the former became a substantial part of the practical application during the campaign, a development reinforced by the nature of the medium itself.

Source: The British Journal of Politics and International Relations

DOI: 10.1177/1369148117700659

Authors: Simon Usherwood, Katharine AM Wright

Institutions: University of Winchester, University of Surrey

Language: English

Topic: Social Media and Politics

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

Funders: Academic Association for Contemporary European Studies, Research Councils UK, Economic and Social Research Council

Awards: G2845705426, Mapping the EU referendum debate