The 2016 UK referendum on EU membership and the importance of remaining on point during the campaign

One of the characteristics of a successful electoral campaign is its ability to construct a consistent message over time, which can contribute to electoral gains. This paper analyses the political communication strategies of the two official campaigns (Britain Stronger in Europe and Vote Leave) during the 2016 UK referendum on EU membership. It does so by analysing their ability to remain on point during the speeches, press releases and interviews given by campaigners in the context of the core campaign frame. The analysis finds that throughout the official campaign Vote Leave remained on point both in terms of the key frame operationalised and the components within the frame; meanwhile, Britain Stronger in Europe subjected the electorate to no fewer than five different frames, which were often internally cluttered and, as a result, reduced the campaign benefits of repetition. The differences between the two campaigns represents a further explanatory variable to account for the outcome of the 2016 referendum. The findings also draw attention to the role of political differences within BSiE as an underlying cause of its inconsistent campaign.