Social media and the Scottish independence referendum 2014: events and the generation of enthusiasm for yes

Mark Peter Shephard, Stephen Quinlan

Research output: Chapter in Book/Report/Conference proceedingChapter

7 Citations (Scopus)

Abstract

We track the social media activity of the two main campaigns in the Scottish independence referendum, Yes Scotland (YS) and Better Together (BT), by monitoring their respective Facebook and Twitter accounts on weekdays from August 2013 until the referendum vote in September 2014. We explore the relationship between key events and online support and find that the Yes Scotland campaign pulled ahead of the Better Together campaign in terms of online enthusiasm (especially following the launch of the White Paper in November 2013), and that it accelerated exponentially in the closing weeks of the campaign as a number of events helped give it an advantage. Although further research is needed, it is interesting to note how this transformation in mobilisation online for Yes preceded big movements in support offline in the closing weeks.
LanguageEnglish
Title of host publicationThe Routledge Companion to Social Media and Politics
EditorsAxel Bruns, Gunn Enli, Eli Skogerbo, Anders Olof Larsson, Christian Christensen
Place of PublicationOxford
Pages488-502
Number of pages15
Publication statusPublished - 21 Dec 2015

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referendum
social media
campaign
event
key event
twitter
facebook
mobilization
voter
monitoring

Keywords

  • social media
  • referendum
  • Scotland
  • politics
  • Twitter
  • Facebook
  • campaign

Cite this

Shephard, M. P., & Quinlan, S. (2015). Social media and the Scottish independence referendum 2014: events and the generation of enthusiasm for yes. In A. Bruns, G. Enli, E. Skogerbo, A. O. Larsson, & C. Christensen (Eds.), The Routledge Companion to Social Media and Politics (pp. 488-502). Oxford.
Shephard, Mark Peter ; Quinlan, Stephen. / Social media and the Scottish independence referendum 2014 : events and the generation of enthusiasm for yes. The Routledge Companion to Social Media and Politics . editor / Axel Bruns ; Gunn Enli ; Eli Skogerbo ; Anders Olof Larsson ; Christian Christensen. Oxford, 2015. pp. 488-502
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Shephard, MP & Quinlan, S 2015, Social media and the Scottish independence referendum 2014: events and the generation of enthusiasm for yes. in A Bruns, G Enli, E Skogerbo, AO Larsson & C Christensen (eds), The Routledge Companion to Social Media and Politics . Oxford, pp. 488-502.

Social media and the Scottish independence referendum 2014 : events and the generation of enthusiasm for yes. / Shephard, Mark Peter; Quinlan, Stephen.

The Routledge Companion to Social Media and Politics . ed. / Axel Bruns; Gunn Enli; Eli Skogerbo; Anders Olof Larsson; Christian Christensen. Oxford, 2015. p. 488-502.

Research output: Chapter in Book/Report/Conference proceedingChapter

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Shephard MP, Quinlan S. Social media and the Scottish independence referendum 2014: events and the generation of enthusiasm for yes. In Bruns A, Enli G, Skogerbo E, Larsson AO, Christensen C, editors, The Routledge Companion to Social Media and Politics . Oxford. 2015. p. 488-502