Interdependence Day: Survey and Social, Working Together to Save the UK!

This essay considers the background to the 2014 Scottish referendum, through opinion polls, social media analytics, and the eyes of a prospective parliamentary candidate whose career depended on the outcome.

Interdependence Day: Survey and Social, Working Together to Save the UK!

Will Goodhand, Tom Costley and Preriit Souda TNS

Introduction

On September 18th 2014, the Scottish people voted in a referendum to determine whether Scotland should become an independent country. A 'Yes' vote would have led to the break-up of the United Kingdom, separating Scotland from England, Wales and Northern Ireland for the first time in over 300 years.

This paper will set out the background to the Scottish Referendum and will explain the story as reflected through opinion polls, through what social media analytics revealed – and through...

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