The rhetorical situation as a tool for campaign analysis in referenda: Leave and Remain as mediators of change in the UK-EU Referendum 2016

Abstract

Although the EU referendum has been researched by a multitude of scholars, media analysis of the referendum has up to now mostly focused on identifying issues, framing and agenda setting. However it has not yet been investigated in relation to how the rhetorical situation affected both the leave and remain campaign. This dissertation therefore utilises the rhetorical situation as a tool for analysis. Two dates were chosen to be analysed in relation to what prior media research had identified as prominent issues, which were then contextualised in relation to findings which included the public, power and campaigns as mediators of change.