Researchers from the University of Strathclyde’s Faculty of Humanities & Social Sciences have contributed new analysis to a major post-election report examining the campaign, voters, media and representation following the 2026 Scottish Parliament election. 

The report, Scottish Parliament Election Analysis 2026: The Campaign, Voters and Policies, published via Election Analysis (https://www.electionanalysis.uk/), brings together early reflections from leading academics on one of the most fragmented and consequential Holyrood elections since devolution. Edited by academics at the University of Glasgow, the report is the first edition of the Election Analysis series dedicated specifically to a Scottish Parliament election. 

Strathclyde scholars contributed analysis across several of the report’s major themes, including the use of artificial intelligence by voters, TikTok and political communication, media coverage of women candidates, manifesto communication, disability representation, and the social background of newly elected MSPs. 

A team from Strathclyde’s Department of Government and Public Policy (Dr Louise Luxton, Dr Timea Balogh, Elise Frelin and Professor Zoe Green) examined how voters used AI chatbots such as ChatGPT, Google Gemini, Microsoft Copilot and Claude to learn about the Scottish Parliament election. Their chapter finds that while AI chatbots remain an emerging source of election information overall, use is already significant among younger voters. The authors report that 16% of 16–24 year-olds and 25% of 25–34 year-olds said they had used generative AI tools often or very often for information about the election and campaign. 

The study also finds that around one in ten respondents used AI chatbots to research party policies, candidates or leaders, or to fact-check political claims. Notably, 7% of respondents, rising to 13% of 16–24 year-olds, reported using an AI chatbot to help decide who to vote for. 

Strathclyde’s Media and Communication researchers also feature prominently. Dr Dayei Oh and Dr Chamil Rathnayake analyse TikTok’s “For You Page” recommendations during the election, contributing to the section on news, media and journalism. Dr Fiona McKay and Dr Melody House examine gendered media framing in their contribution, “All right, own up, who let the woman in?”, while Dr Michael Higgins, with Professor Angela Smith, analyse how party leaders were positioned in election manifestos. 

The report also includes contributions on representation from Strathclyde academics and researchers. Professor Stefanie Reher, Professor of Political Science, examines disability representation in the Scottish Parliament, while Shevaun Smith, a PhD researcher at Strathclyde, analyses the class and gender profile of MSPs elected to Holyrood in 2026. 

Professor Reher’s chapter considers gains, gaps and promises in disability representation, while Smith’s contribution asks “Who represents Scotland?” by examining class and gender among the new cohort of MSPs. Together, these pieces speak to a wider theme of the report: the emergence of a more diverse “rainbow parliament”, but one in which important questions of social and political representation remain unresolved. 

Professor Thomas J. Scotto, Head of the Department of Government and Public Policy at Strathclyde, said: 

“The strong Strathclyde presence in this report reflects the distinctive contribution our Faculty makes to understanding democratic life in Scotland and beyond. From AI and computational social science to representation, media analysis and electoral behaviour, our academics are producing research that speaks directly to the challenges facing democratic politics today.” 

The report notes that the 2026 election produced a highly fragmented parliament, with the SNP remaining the largest party, Reform UK and Labour tied for second place, the Scottish Greens achieving their best-ever performance, and 64 newly elected MSPs entering Holyrood. 

It concludes that the election may represent a moment of genuine political transition in Scotland, with the new parliament facing major questions around party competition, democratic representation, public services, fiscal pressures, climate policy, immigration and the constitutional future.