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

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.