The Rise of New Media and its Impact on the EU Referendum Vote

Abstract

The advancement in technology has generated a shift in how individuals create, consume, and engage with media sources throughout the world. The introduction of new media has also created untold consequences ranging from the relationship with AI to the use of it with the political sphere. Media coverage of the Brexit referendum in the United Kingdom is a telling case. The Reuters Institute report indicated that in a sample of 2,378 articles the United Kingdom newspapers focussed on pro-leave sentiments 41% of the time as opposed to the 27% which indicated a pro-remain position. Therefore, the relationship between the new media’s capabilities, and in turn its influence, demands further elaboration which this article supplies.