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The @risj_oxford @MeeraSelva1 @dragz released some excellent research last week on Brexit voting patterns and media consumption. Some key points:
1. Print & radio minor now compared to TV & online.
1. Print & radio minor now compared to TV & online.
So the value of print is as much as fuel for online discussions and agenda setting for broadcast as much as it is directly influencing people.
2. Remain & Leave voters have quite similar media consumption in many ways, because of the importance of the BBC.
2. Remain & Leave voters have quite similar media consumption in many ways, because of the importance of the BBC.
The BBC is an incredibly powerful unifying force - because it has huge reach and influence online and offline. Comparisons to the USA often miss quite how important this is.
3. People trust sources that tell them what they like. BUT they care about quality more.
3. People trust sources that tell them what they like. BUT they care about quality more.
Leave voters trust The Mail less than The Guardian for instance.
4. Virtually nobody gets all their news from a pro-Remain or pro-Leave bubble. 3% of Leave voters, 1% of Remain voters.
4. Virtually nobody gets all their news from a pro-Remain or pro-Leave bubble. 3% of Leave voters, 1% of Remain voters.
5. Unsurprisingly Facebook is the dominant social network. YouTube scores surprisingly poorly (seen as entertainment only?) and Twitter scores well among Remainers.
Get the full research here: https://reutersinstitute.politics.ox.ac.uk/our-research/how-brexit-referendum-voters-use-news
