The Scotland Debate: Independence, the Future of the Union, and Social Media #1

by Nigel Filed under: Scotland

The debate between the Scottish Executive, backed by the parliament in Holyrood, and the United Kingdom Cabinet, backed by the Westminster parliament, over the date and terms of the Scottish referendum on Independence broke out into the open last week.  As the referendum will not be for at least a year, and this is an issue of major constitutional importance for the whole of the United Kingdom, the debate will probably be fierce, as there are a lot of issues at stake.

We set up a search for Scotland AND {Referendum OR Independence}, for the period 13th February to 19th February, which returned 4,323 results.  This was classified into the following categories:

  • pro – Pro independence;
  • undec – undecided;
  • anti – anti independence or pro-Union;
  • news – news reports.

This produced the following breakdown:

 

Mech pro undec anti news Total
MicroBlog 65 564 388 1027 2044
Blog 0 1 7 29 37
News 0 7 51 160 218
WWW 3 74 355 750 1182
Media 1 5 4 65 75
Total 69 651 805 2031 3556
Percent 4.52 42.69 52.79

There are a number of things to note here:

  1. The classification, shows fewer results than found by the search.  This is because a lot of the posts were ambiguous, and thus none of the categories had more than 50% probability of being correct.
  2. The pro-independence category had a very small share of the posts; this could be an artefact of the classification, or due to the large amount of coverage given to David Cameron’s pro-Union speech in Edinburgh on Tuesday.
  3. News reports of the speech and the debate made up 57.1% of the total, reflecting the media interest in Scotland, the United Kingdom, and around the world in the debate.

We will keep this search running until the referendum, and report on it on a weekly basis; we hope that this will enable us to refine the classifications and provide a sound measure of the debate as it moves forward.

  • http://www.facebook.com/peterabell.fb Peter A Bell

    Use of the term “Scottish Executive” rather than “Scottish Government” indicates either profound ignorance or a strong unionist bias. Either way, it means that the author is not to be taken seriously.

  • Anonymous

    My apologies Peter, it was not intended; I picked that up from an obviously Unionist source. I apologise for any offence caused.

  • http://www.colstonofficecentre.co.uk Barry Harvey

    Although Peter’s comment seems a little harsh, I guess it reflects the strength of feeling on this issue. It will be interesting to follow this and see how accurate the monitoring can be relative to the final outcome and what it reveals along the way. Imagine if this was your brand!

  • Anonymous

    Barry, the results from this will only ever be a guideline – the sample population is is not truly representative. But it should show us the way in which the debate is going, and the issues which are important to the people of Scotland – and the rest of the United Kingdom – in this discussion. I don’t feel I need to reiterate possible uses of social media monitoring in other areas of politics and social policy.