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Britain goes to the polls on 23 June to decide whether the country will remain in the European Union (EU) or exit it. Sixty-eight polls between 3 September 2015 and 3 March 2016 have shown that there is no clear winning camp. Public opinion has been constantly fluctuating, and the number of those responding with ‘I don’t know’ has been as high as 24%. In the context of such high levels of uncertainty among the British public about their vote choice, campaign frames will be very powerful tools for influencing vote choice.
