Tabloid Tales: How the British Tabloid Press Shaped the Brexit Vote

Abstract This article focuses on the role of the British tabloid press (BTP), and specifically the eurosceptic press, as a ‘supply‐side’ influence on the 2016 EU referendum. First, we focus on the BTP and its role as an ‘agenda‐setter’ in shaping eurosceptic discourse regarding the UK's relationship with the EU. Second, we use content analysis of five tabloid newspapers – The Sun , The Daily Mail , The Daily Mirror , The Daily Express and The Daily Star to demonstrate the disproportionate pro‐Brexit discourse prior to, and during, the EU referendum campaign. Third, drawing on opinion poll data, we show how this ‘bombardment’ approach influenced the electorate in the referendum campaign. Given the ‘knowledge deficit’ about the EU in the UK, we conclude that the BTP had a significant bearing on tipping the referendum vote towards Brexit.