Beware the ‘false consciousness’ theory: newspapers won’t decide this referendum

Campaigners should not overestimate the influence of traditional newspapers, says Charlie Beckett: their sales are in decline and they face competition from more politically neutral and humorous news sites like Buzzfeed and Vice. In any case, it is patronising to assume that a sheep-like public follow the diktats of the media they read. He identifies the outlets which will help swing voters make up their minds: TV, Facebook and other social media.