Calculated vs. Ad Hoc publics in the #Brexit discourse on twitter and the role of business actors

Mobilization theory posits that social media gives a voice to non-traditional actors in socio-political discourse. This study uses network analytics to understand the underlying structure of the Brexit discourse and whether the main sub-networks identify new publics and influencers in political participation, and specifically industry stakeholders. Content analytics and peak detection analysis are used to provide greater explanatory values to the organizing themes for these sub-networks. Our findings suggest that the Brexit discourse on Twitter can be largely explained by calculated publics organized around the two campaigns and political parties. Ad hoc communities were identified based on (i) the media, (ii) geo-location, and (iii) the US presidential election. Other than the media, significant sub-communities did not form around industry as whole or around individual sectors or leaders. Participation by business accounts in the Twitter discourse had limited impact.