The dominant narrative is a self-contradictory populist antagonism to "bureaucratic elites" combined with a liberal market based opposition to all regulation and "politics".  In reality the no side presupposes that what we have we can hold, and lets see if we can screw a little more out of the EU for ourselves.  A bit like the Republican's in the US, the no side is a weird coalition of business elite, social conservatives, religious fundies and narrow nationalists who imagine we can go back to comely maidens dancing at the cross roads.  

It's not cool to be pro-EU any more than it is to be pro-government.  But sometimes the Government that we have can actually be better than the alternative on offer, and the alternative here is to shout stop!  The world is moving too fast, we want things to stay the same.  I'm amazed that the impact of the Charter of Fundamental rights on copper-fastening civil rights in Northern Ireland is not being used as more of a selling point.

"It's a mystery to me - the game commences, For the usual fee - plus expenses, Confidential information - it's in my diary..."

How do you get the yes faction to actually campaign like they care, is the question.

When the capital development of a country becomes a by-product of the activities of a casino, the job is likely to be ill-done. — John M. Keynes