Online allies and tricky freelancers: understanding the differences in the role of social media in the campaigns for the Scottish Independence Referendum

Langer, A. I. , Comerford, M. and McNulty, D. (2019) Online allies and tricky freelancers: understanding the differences in the role of social media in the campaigns for the Scottish Independence Referendum. Political Studies, 67(4), pp. 834-854. (doi: 10.1177/0032321718811252)

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Abstract

Using the 2014 Scottish independence referendum as a case study, this article asks first, to what extent is the use of digital communications technologies, in particular social media, associated with fundamental changes to campaign organizations, specifically to the command and control model? Second, under what conditions are challenges to the model more likely to emerge? Using mixed methods, our analysis of the case demonstrates that radical organizational or strategic change is not inevitable, nor is there a one-size-fits-all approach. Technologies are not ‘just tools’ that any campaign with enough resources will adopt in similar ways. Instead, depending on a number of interdependent factors (i.e. context, resources, strategy, organizational structure and culture), some campaigns – like Better Together – selectively adopt digital tools that fit with the command and control model; in other cases – like Yes Scotland – the application of digital communications technologies and the dynamics created by linking to other (digital-enabled) grassroots organizations can have transformative effects.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Comerford, Mr Michael and McNulty, Mr Des and Langer, Dr Ana Ines
Authors: Langer, A. I., Comerford, M., and McNulty, D.
College/School:College of Social Sciences
College of Social Sciences > School of Social and Political Sciences > Politics
Journal Name:Political Studies
Publisher:SAGE Publications
ISSN:0032-3217
ISSN (Online):1467-9248
Published Online:04 February 2019
Copyright Holders:Copyright © 2019 The Authors
First Published:First published in Political Studies 67(4): 834-854
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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