How UK prime ministers framed Brexit challenges through fear
What is it about?
In the 2016 referendum campaign on the United Kingdom's membership in the European Union, the then Prime Minister David Cameron led a scaremongering campaign to persuade the public of the dire economic consequences of the UK's potential exit from the EU. Opponents of the Remain campaign and political commentators labelled the strategy as 'Project Fear'. Such fearful tactics ultimately backfired as people did not believe such negative predictions. However, even a cursory glance revealed the continuous presence of fear in governmental language after the referendum. This article examines how three UK Prime Ministers — Theresa May, Boris Johnson, and Rishi Sunak — used fear in their communication about Brexit and relations with the EU during the post-referendum period, 2016-2024. The analysis of official speeches, Facebook posts, and interviews shows that fear-based appeals did not disappear after the referendum. Instead, fear persisted and evolved as each leader used it distinctly: May and Johnson relied heavily on warnings about chaos, threats to democracy, and national division if their version of Brexit failed to be delivered, while Sunak shifted from such highly emotional language to a more technocratic, policy-focused tone.
Why is it important?
Fear appeals can shape how the public understands political events and their views towards political processes. Extensive scholarship has already shown that the persistent use of fear in political debates can lead to cynicism and political disengagement. This study is the first long-term analysis showing how key British leaders strategically adjusted fear-based messaging in response to the shifting political landscape. It highlights how fear was used to justify Brexit strategies, mobilise support and frame opponents as undermining democracy. Understanding these patterns helps explain the use of emotional rhetoric in other political contexts, as fear continues to shape contemporary crisis communication, most recently in the rhetoric surrounding the COVID-19 pandemic and climate change.