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Sticks and stones: Comparing Twitter campaigning strategies in the EU referendum

Usherwood, Simon and Wright, Katharine (2017) Sticks and stones: Comparing Twitter campaigning strategies in the EU referendum The British Journal of Politics and International Relations, 19 (2). pp. 371-388.

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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 paper compares the use of different positive and negative frames, as well 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.

Item Type: Article
Subjects : Politics
Divisions : Faculty of Arts and Social Sciences > Department of Politics
Authors :
NameEmailORCID
Usherwood, SimonS.Usherwood@surrey.ac.ukUNSPECIFIED
Wright, Katharinek.a.wright@surrey.ac.ukUNSPECIFIED
Date : 31 March 2017
Identification Number : 10.1177/1369148117700659
Copyright Disclaimer : Simon Usherwood, Katharine AM Wright, Sticks and stones: Comparing Twitter campaigning strategies in the European Union referendum , The British Journal of Politics and International Relations Vol 19, Issue 2, pp. 371 - 388. Copyright © 2017 SAGE Publications. Reprinted by permission of SAGE Publications
Uncontrolled Keywords : EU referendum; social media; campaigning; Twitter; European Union; voter mobilisation
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 29 Mar 2017 09:12
Last Modified : 19 Jul 2017 13:48
URI: http://epubs.surrey.ac.uk/id/eprint/813876

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