This paper aims to probe how leaders of Brexit (Nigel Farage) and Bremain (David Cameron) camps communicated with the UK public via Facebook fan pages. This study employed two different types of data analysis (social network analysis and semantic network analysis) for exploring the structure and the contents of information diffusion process. These analyses yielded the opposite results. For social network analysis, Bremain Camp showed a preponderance regarding the numbers of commentators, their relationships and network distance. Conversely, for the semantic network analysis, the results suggested that Brexit-related framings were salient in both leaders’ Facebook fan pages. In other words, even though these two leaders have different perspectives and opinions to the Brexit, both Facebook fan pages eventually promoted Brexit campaigns to their followers. In addition, this study was able to find out Brexiters strategically approached and effectively persuaded a substantial pool of Bremainers.

中文翻译：

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Facebook 页面的社交和语义网络分析：英国脱欧和英国领导人的案例

本文旨在探讨英国脱欧 (Nigel Farage) 和 Bremain (David Cameron) 阵营的领导人如何通过 Facebook 粉丝页面与英国公众进行交流。本研究采用两种不同类型的数据分析（社交网络分析和语义网络分析）来探索信息传播过程的结构和内容。这些分析产生了相反的结果。对于社交网络分析，Bremain Camp 在评论员的数量、他们的关系和网络距离方面表现出优势。相反，对于语义网络分析，结果表明与英国脱欧相关的框架在两位领导人的 Facebook 粉丝页面中都很突出。换句话说，尽管这两位领导人对英国脱欧有着不同的观点和看法，两个 Facebook 粉丝页面最终都向他们的追随者宣传了英国退欧活动。此外，这项研究能够发现 Brexiters 战略性地接近并有效地说服了大量 Bremainers。