Trajectories towards Political Engagement on Facebook around Brexit: Beyond Affordances for Understanding Racist and Right-Wing Populist Mobilisations Online

Social media are frequently implicated in the racist and right-wing populist mobilisations that found voice in support for Brexit. However, research tends to focus on platform affordances and fails to provide a sociological account of individuals’ actual experiences with these media, and how they interact with broader social and political experiences to impact attitudes. Based on interviews with newly passionately engaged pro-Brexit Facebook users, this article examines the trajectories by which individuals came to be so engaged. The findings demonstrate that the technological opportunities provided by social media were only significant in the context of offline experiences and socio-political factors. These include racist discourses that predate social media, a loss of trust in traditional media and government, and the opportunity provided by Brexit to articulate and activate pre-held attitudes.