During the 2014 Scottish independence referendum, online political communication showed distinct patterns influenced by polling data.
Data & Methods:
- Twitter messages from @YesScotland and @UK_Together were analyzed during June 16 to September 17, 2014.
Key Findings:
- Better Together employed more negative tweets when polling ahead.
- Yes Scotland escalated negativity following each debate with leaders.
Why It Matters:
This study reveals how campaign sentiment shifts differently across organizations despite shared data sources.
