Usherwood S, Wright KAM. Sticks and stones: Comparing Twitter campaigning strategies in the European Union referendum. British Journal of Politics and International Relations 2017, 19(2), 371-388. Copyright: This is an Accepted Manuscript of an article published by Sage Publications Ltd. In British Journal of Politics and International Relations on 31/03/2017, available online: https://doi.org/10.1177/1369148117700659. DOI link to article: https://doi.org/10.1177/1369148117700659 Date deposited: 04/07/2017 This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License Newcastle University ePrints - eprint.ncl.ac.uk “This is an accepted manuscript of an article published by SAGE in The British Journal of Politics and International Relations, available online at: http://journals.sagepub.com/doi/10.1177/1369148117700659 It is not the copy of record. Copyright © 2017 SAGE.” Sticks and stones: Comparing Twitter campaigning strategies in the EU referendum Simon Usherwood (University of Surrey) and Katharine A. M. Wright (University of Winchester)
[email protected] 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).