IDENTITY COMMUNICATION FOR POLITICAL MARKETING: COLOR REPRESENTATION OF THAI POLITICAL PARTIES

Abstract

Objectives of this research article were to study and analyze symbolic communication using color to represent Thai political parties and its influence on political marketing. This qualitative research employed document analysis as the primary methodology, focusing on secondary sources selected through simple random sampling from five political parties that actively utilize color as a tool of identity communication. These include: 1. Pheu Thai Party 2. Bhumjaithai Party 3. People's Party 4. Democrat Party and 5. Chartthaipattana Party. The selected documents were evaluated based on four criteria: authenticity, credibility, representativeness, and clarity of meaning.

The findings revealed that color served as a critical instrument in symbolic political communication. Thai political parties utilize color in their party logos, incorporated it into their digital media platforms, and benefit from its reinforcement by mass media to communicate identity, convey ideological positions, and enhanced public recognition. In this context, color functioned not merely as an artistic element, but as a political language that shaped public perception, attitudes, and voting behavior particularly in an era defined by participatory political marketing. The integration of color as a political symbol with digital media platforms represented an emerging phenomenon in contemporary political communication. This convergence enables political parties to construct distinctive brand images and foster emotional resonance among constituents. As such, color has become a strategic communication tool through which political parties can gain competitive advantage in image positioning and mobilize public support effectively within the electoral landscape.