Political Branding: The use of campaign color as symbolism of platforms among the presidential candidates in the 2022 elections
DOI:
https://doi.org/10.48017/dj.v9iSpecial1.2831Palabras clave:
political branding, presidential campaign, Philippine electionsResumen
En una naturaleza muy compleja de la política, el color sirve como una heurística de bajo nivel para los votantes, especialmente el uso del color de campaña como simbolismo de las plataformas. Este estudio buscó determinar el nivel de acuerdo sobre el significado universal de los diferentes colores elegidos por los candidatos Presidenciales durante las elecciones nacionales de 2022; el nivel de acuerdo sobre los colores políticos de los candidatos presidenciales y su representación en sus plataformas políticas; y si estos colores políticos elegidos corresponden a las plataformas de los candidatos presidenciales entre los estudiantes de la Escuela de Profesores y Artes Liberales de la Universidad de Baguio. En este estudio se utilizó un método mixto con un cuestionario autoconstruido utilizando la escala Likert para determinar el nivel de acuerdo entre los 143 encuestados y una entrevista a 8 informantes entre los estudiantes. El estudio reveló que el color rojo es el color más mal interpretado debido a sus connotaciones históricas y psicológicas que condujeron a su simbolismo negativo. Mientras que tanto Rosa como Azul, mostraron un resultado positivo por su aspecto psicológico, cultural y político. Además, todos los colores se alinearon con sus plataformas excepto el color Rojo de Marcos con su plataforma sobre Unity. Además, las plataformas de los candidatos presidenciales se basaron en sus factores personales y políticos. En general, la investigación sugiere que todavía no existe un significado establecido para los colores políticos en nuestro país y que los votantes aún no están de acuerdo con lo que realmente representan los colores.
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Derechos de autor 2024 Christal Jane Alturas, Jessica Khendy Balanza, Precious Lyca Cabalse, Khrist Jaira Ignacio, Alexander Jr Killip, Khristine Claire Nicdao
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
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