The Colors of the Populist Radical Right: The Strategic Use of Hue and Saturation in Party Logos

被引:6
作者
Curini, Luigi [1 ]
Moffitt, Benjamin [2 ]
Zulianello, Mattia [3 ]
机构
[1] Univ Milan, Dept Social & Polit Sci, Via Conservatorio 7, I-20122 Milan, Italy
[2] Australian Catholic Univ, Fitzroy, Vic, Australia
[3] Univ Trieste, Dept Polit & Social Sci, Trieste, Italy
基金
澳大利亚研究理事会;
关键词
populist radical right; political parties; political communication; color; visual politics; PACKAGE COLOR; BRAND; IDENTITY;
D O I
10.1177/19401612241229216
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
Populist radical right (PRR) parties tend to stress their differences from other parties. Yet at the same time, PRR parties have increasingly sought to integrate into party systems across the globe. In seeking to understand the way that PRR parties negotiate this paradoxical situation, the literature tends to focus on their policy offerings or discourse. We, on the contrary, investigate an underestimated aspect of their political communication: their visuals. Namely, we focus on the question of if and how PRR parties communicate their similarities or differences from other parties via the color profiles of their logos, given that color is a key way that political parties can signal (a) their ideological commitments (via hue) and (b) their approach to "valence" considerations (via saturation). We expect PRR parties' attempts to signal their integration into party systems to be mainly sought via saturation, as a proxy for valence perceptions related to parties' seriousness and competence, while we expect them to signal their difference from other parties via hue, given the incentive for PRR parties to communicate their ideological distance from non-populist parties as a marker of distinctiveness in the political market. We test our research questions by analyzing parties' logos across 35 democracies in recent elections. Results largely confirm our expectations, demonstrating the utility of focusing on the visual aspects of PRR parties' political communication. Interestingly, the results do not replicate if we focus on populist parties beyond the PRR party family.
引用
收藏
页数:22
相关论文
共 68 条
[1]   Measuring brand equity across products and markets [J].
Aaker, DA .
CALIFORNIA MANAGEMENT REVIEW, 1996, 38 (03) :102-&
[2]   Corporate identity, corporate branding and corporate reputations Reconciliation and integration [J].
Abratt, Russell ;
Kleyn, Nicola .
EUROPEAN JOURNAL OF MARKETING, 2012, 46 (7-8) :1048-1063
[3]  
Adams J., 2020, SAGE HDB RES METHODS
[4]  
Aiello G., 2019, Visual communication: Understanding images in visual culture
[5]   Radical Right Parties in Office: Incumbency Records and the Electoral Cost of Governing [J].
Akkerman, Tjitske ;
de Lange, Sarah L. .
GOVERNMENT AND OPPOSITION, 2012, 47 (04) :574-596
[6]  
Akkerman Tjitske., 2016, Radical right-wing populist parties in Western Europe: Into the mainstream?, DOI DOI 10.4324/9781315687988
[7]   The Lega Nord in the second Berlusconi government: In a league of its own [J].
Albertazzi, D ;
McDonnell, D .
WEST EUROPEAN POLITICS, 2005, 28 (05) :952-972
[8]   Beyond anger: the populist radical right on TikTok [J].
Albertazzi, Daniele ;
Bonansinga, Donatella .
JOURNAL OF CONTEMPORARY EUROPEAN STUDIES, 2024, 32 (03) :673-689
[9]  
Albertazzi Daniele., 2015, POPULISTS IN POWER
[10]  
Ammassari S., 2023, Government and Opposition, V58