Social media is traditionally seen as the domain of the young, which is not the No campaign’s natural territory. But they are winning the TikTok battle.
In the first week after the prime minister revealed October 14 as the Voice to Parliament referendum date, the Yes and No campaigns recast their messages, resulting in unprecedented news coverage and public engagement with the debate.
, we identified more than one quarter of a million media mentions of the referendum on print, radio, TV and social media in week one, up 11.5 per cent on the week before.While that might sound like a lot – and it is – it still only constitutes 4.2 per cent of all weekly media coverage in Australia. Farnham’s headline-grabbing gifting of his famous song was celebrated by Yes supporters. However, the ad faced a backlash from some of the No camp on talkback radio and social media.