Issue Ownership and Framing

Abstract

This article explores how Scottish political parties frame their owned issues on social media to persuade voters during the run-up to elections. Through a qualitative analysis of 150 Twitter and Facebook posts from five major Scottish parties, the study reveals that parties employ threat and victim framing to bolster their vote share. Opposition parties predominantly portray the Scottish National Party (SNP) as a threat, while all parties frame the electorate as victims. The extent and focus of these frames vary based on parties' parliamentary strength and government/opposition status. The SNP, holding a strong governing position, focuses on advancing its independence agenda, while other parties critique the SNP and then promote their own priorities. This article contributes to framing theory by highlighting the nuanced relationship between issue ownership, threat, and victim frames in shaping electoral outcomes. The findings underscore the strategic use of social media by parties to influence voter perceptions and decisions.