“…The immediacy and frequency of communication through platforms such as Twitter has added another strand of published materials to the more familiar pamphlets, reports, and manifestos. Social media is often treated as a separate activity to other forms of persuasive messaging and activities, in part because it has often been considered quantitatively with little consideration of the detail of the content or the materials toward which the social media directs the reader (Turcotte, York, Irving, Scholl, & Pingree, 2015). This paper uses the novel approach of the qualitative analyses the social media posts of one key UKIP representative and a sample of the linked materials, along with more traditional media coverage in newspapers, to reveal the key themes in the UKIP discourse.…”