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A Dying Star?

Subject:

Discourse taking place on social media centred on the UK rejoining the European Union.

Summary Assessment:

This is a clear echo-chamber conversation.

The engaged audience is an inward-looking special interest group focused on the reversal of a past event and is shifting towards support of proportional representation as a mechanism to deliver its desired outcomes. There is limited political consensus as to party alignment.

The scale of the conversation is limited and centred on a male-led metropolitan demographic, predominantly seated in London.

Analysis:

Over the last four weeks, 34,500 tweets have been generated featuring the tag “#rejoineu.”

62% (21,400) of the content generated was retweets and quotes, 18% (6,300) of the content was replies.

The maximum number of tweets per minute occurred at 18.45 hours on December 24 with 68 tweets created in 60 seconds. December 24, the day the Brexit deal was first announced, saw a peak in traffic featuring this tag, with 3,278 tweets created that day (10% of all the tweets in the 4 week period.)

On average, around 16 million tweets are generated in the UK each day.

Over the same period, the term “Brexit” was used in 2,731,600 tweets. None of the frequently used hashtags (brexitreality, brexitshambles, fbpe) appeared in any more than 0.6% of the content generated. The “#rejoineu” term appeared in 0.1% of the content. The term “rejoin” did not appear in the most repeated keywords.

The data indicates that the “#rejoineu” conversation is taking place in a very small echo-chamber, within a larger echo-chamber of its own.

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37% of those using the tag are identifiable as female, 63% as male.

The content was largely generated in the UK (76% of tweets), with 9% coming from the United States, 2% from Spain, Italy, and France respectively, 1% from Canada and 1% from Germany. The remaining content was distributed globally at tiny volumes.

Almost all of the content (99%) was in English.

The largest portion of the content featuring the tag “#rejoineu” was generated in London (27%), followed by Brussels (5%) and Bristol (3%). Only tiny percentages of the conversation were distributed across the rest of the UK.

This almost mirrors the distribution of Brexit discourse in general, with the exception of Brussels which takes unique primacy as a source of “#rejoineu” content.

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Co-concurrent hashtag usage (tags used alongside “#rejoineu which featured in 100% of the tweets) shows that “#Brexit” was the most frequently used accompanying term, featuring in 12.8% of the content. The second most prevalent term was “#FBPE” which featured in 10.8% of the content.

The data reinforces the sub-echo-chamber nature of the rejoin discourse.

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Keywords appearing repeatedly across the content indicate a slightly rudderless conversation which shifts between negative sentiment towards “brexiteers” and an undefined need to “organise” in order to reverse the 2016 referendum decision. The content appears largely inward-looking rather than outward or forward looking.

Early indicators in the keywords suggest that support for proportional representation as a mechanism for achieving the aim of “rejoining the EU” will become prevalent.

The content was generated by an even mix of Apple, Android, and Web users with a further 2.4% of it being via automation coming from “FBPE User Matching,” “McBOT,” and “MyBotanicGarden.”

The most frequently shared domains are RejoinEU.uk (an activists website shared in 0.5% of the tweets), Parliamentary Petitions (shared in 0.3%), the Guardian (0.4%), and Country Squire (0.2%). Additionally domain sharing (0.2%) comes from fanlink.to, which identifies the use of an “audience capture” service being used to limited effect.

The most shared individual links include a petition to rejoin the EU with around 3,000 signatures, general Brexit critiques from the Guardian and New European, and links to blogs including EU Flag Mafia and UKinEU.

ENDS.

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