Marketing Brexit: An exploratory study of young voter engagement in relation to the EU referendum

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Introduction

Young people were the focus of widespread media attention before and after the United Kingdom voted to leave the European Union. Young people were often characterized as alienated, mistrustful, and disinterested with political systems (Barrett & Brunton-Smith, 2014; Dermody & Hanmer-Lloyd, 2004; Macnamara, Sakinofsky, & Beattie, 2012). Indeed, young individuals were less politically engaged than every other age group yet given their perceived preference for membership in the EU compared to older generations, their absence from the vote may have been the deciding factor. This raises an important question: is voter turnout the singular measure of engagement? This has...

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