Liv McCurdy, “Color Theory and Political Branding: An Interpretive Analysis of Contemporary Ideological Symbolism”
Mentor: Marc Tasman, Journalism, Advertising, & Media Studies
Poster #127

This research delves into the intricate relationship between color theory and political branding, synthesizing insights from various scholarly disciplines. It critically assesses the work of Souriyo Dishak and Adam S. Greenberg, whose study on “Political party affiliation alters implicit color processing as measured by attentional filtering of distractors” reveals how individuals’ subconscious perception of colors is influenced by their political allegiance. Additionally, V. Doctor’s research on “Pride and the prevalence of political colors: How political parties use colors” is analyzed, demonstrating how colors evoke emotions and foster identification among constituents, shaping political discourse and public opinion. The study also explores the scholarly contributions of Keefer and Milanovic, investigating the nuanced relationship between party age and party color within the broader context of the political economy of redistribution and inequality. By examining this intersection, the research illuminates how color choices reflect and reinforce political ideologies and socioeconomic agendas. Moreover, interdisciplinary perspectives are integrated, drawing from scholars like B. Dyer and T. Kvidal-Røvik. Dyer’s exploration of sociopolitical contexts in dance education offers parallels to political branding, highlighting the dynamics between aesthetics, ideology, and cultural identity. Meanwhile, Kvidal-Røvik’s study on sociopolitical change through postmodern aesthetics and social media activism underscores the transformative role of visual communication in shaping public discourse and mobilizing collective action. Inspiration is also drawn from W. G. Roy’s work on color symbolism in social movements and race relations in the United States, providing historical and cultural perspectives. This enriches the research, deepening the understanding of color’s significance in shaping societal narratives and power dynamics. By synthesizing insights from diverse sources, the study comprehensively examines how color theory permeates political discourse, informs visual communication strategies, and influences societal perceptions and behaviors. It elucidates how color shapes contemporary society’s political identities, ideologies, and socio-cultural dynamics.