Fighting the EU referendum online: strategies, frames and successes

European Leaders Gather In Brussels For EU Crunch Summit. Pool/Getty Images. All rights reserved.Simon Usherwood, Senior Fellow of UK in a Changing Europe, and Katharine Wright, Research Fellow of UK in a Changing Europe, argue that social media campaigning will be crucial to the outcome of the Brexit referendum. New research shows us what in and out groups are saying online. This piece is part of the UCL European Institute’s first guest editor week on openDemocracy.

As in all aspects of modern politics and indeed all aspects of the modern world, online activity is a crucial aspect of referendum campaigns. The possibilities of un-mediated messaging directly to voters and of creating interactive and participatory communities combine to offer a powerful incentive to move into online spaces for all political actors. In a referendum – a contest with a binary outcome – the potential to engage and mobilise supporters for a referendum vote is even stronger, so it comes as no surprise that the British referendum on the EU is being hotly contested online. Continue reading