Understanding Brexit on Facebook: Developing Close-up, Qualitative Methodologies for Social Media Research

Facebook has frequently been implicated in the 2016 ‘Brexit’ referendum result, and support for Leave linked to wider nativist populist mobilisations online. However, close-up, qualitative sociological research not conducted into relationship between Brexit social media use. This is, part, due computational turn online research, which led a disproportionate focus on quantitative big data analysis. article argues value of enquiry facilitate situated understandings reality use what it means individuals. It outlines one such methodology developed investigate pro-Leave users, demonstrate how challenges posed by can be overcome, opportunities affords studying role contentious politics. Invaluable insights gained include way provides an empowering tool making claims political knowledge context growing transnational grievances.