IberoAmerican Sociology Congress

This case study builds upon the master’s dissertation The Use of Colour in Political Campaigns: The Case of the 2017 Local Elections in Montijo, which examined the chromatic alteration of graphic materials for the local PS and PSD parties. The study highlighted that colour is undervalued in Communication Sciences, exploring whether changes in colour might lead voters to mistakenly associate candidates and messages with the wrong party. While the research produced interesting insights and opened promising avenues for future exploration, it did not yield conclusive results. Moreover, the expectation that historical memory would drive party identification in such a specific local context was not confirmed. Nonetheless, the research made a valuable contribution by addressing the underappreciation of this topic in Communication Sciences, raising relevant indicators that underscore the importance of colour in political communication and the need for deeper exploration of this subject. Additionally, a new analysis of the data was conducted using MaxQDA, which allowed for the extraction of fresh insights that significantly contribute to the development of the doctoral thesis. This methodological advancement reinforces the relevance of revisiting this theme with enhanced tools and perspective