Vejen til Brexit: Hvorfor var Vote Leave kampagnen så effektiv?

Niklas Kofoed, Christopher Elgaard Sjøntoft, Robert Louis Ussing Eyfjörd & Mathias Rubech Oddershede

Studenteropgave: Basisprojekt


Will the Vote Leave methodology become a blueprint for political campaigns of the future? In the study of technology’s impact on democratic processes, our paper seeks to explore the effectiveness of the Vote Leave campaign during the 2016 Brexit referendum. In order to do so, it scrutinises the modus operandi of the organisation and assesses how their campaign distinguished itself from others. The Vote Leave side deployed a variety of tactics – some conventional, others not – in their attempt to influence a majority of British voters to support an EU exit. This paper not only elucidates their success in influencing voters, but also evaluates the importance of data in politics and examines the factors which gave Vote Leave enough momentum to win the official designation by the Electoral Commission. Additionally, it closely considers the political climate in the United Kingdom, investigating why EU-scepticism and national conservatism have influenced the population and how mass media portrays the European Union and its effects on voters in the past decades. It analyses the campaign from several perspectives to broaden one’s understanding of data misuse, microtargeting and the societal repercussions of disinformation. In the analysis, the focal points are: i) what their messages were, ii) who they affected, iii) how they differed from others, and iv) their relationship with data companies, specifically Cambridge Analytica and AggregateIQ. The paper clarifies the theoretical correlation between the complexities of political ads on social media platforms and voters’ ability to process information. It also conceptualises the key arguments raised by Vote Leave and establishes a link to the theory of issue voting. Furthermore, it reaffirms that media messages can influence public opinion, especially when appealing to people’s emotions. The results suggest Vote Leave was extremely successful in targeting specific voters through data analytics, which had a considerable impact on the outcome of Brexit.

UddannelserBasis - Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato16 dec. 2019
Antal sider50
VejledereKennet Lynggaard


  • Brexit
  • Vote Leave
  • desinformation
  • microtargeting
  • vælgeradfærd
  • massekommunikation
  • politiske annoncer
  • identitetspolitik