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To communicate with internet users, politicians, candidates, and political organizations create fan pages. Initially, they provide text-only material on their pages; later, to increase engagement, they include photos, images, and videos. This paper investigates image-based political images in Taiwan for the first time during a nationwide referendum. Unlike an election, a referendum is a policy-based vote. We evaluate over 2000 Facebook images shared by the two most prominent political parties in order to comprehend the aspects of images and the tactics of political organizations. In addition, we examine the textual content, objects, and colors of the collected data. We find that the characteristics of propaganda materials vary between political groups. Nonetheless, the color strategies employed by both sides are equivalent, with each side utilizing its own representative colors for consolidation and the opponent\u2019s colors for attacking.<\/jats:p>","DOI":"10.1140\/epjds\/s13688-023-00407-4","type":"journal-article","created":{"date-parts":[[2023,8,11]],"date-time":"2023-08-11T11:02:26Z","timestamp":1691751746000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":7,"title":["Analyzing image-based political propaganda in referendum campaigns: from elements to strategies"],"prefix":"10.1140","volume":"12","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5680-4003","authenticated-orcid":false,"given":"Ming-Hung","family":"Wang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Wei-Yang","family":"Chang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kuan-Hung","family":"Kuo","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kuo-Yu","family":"Tsai","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2023,8,11]]},"reference":[{"issue":"1","key":"407_CR1","doi-asserted-by":"publisher","first-page":"50","DOI":"10.1080\/10584609.2017.1334728","volume":"35","author":"S Stier","year":"2018","unstructured":"Stier S, Bleier A, Lietz H, Strohmaier M (2018) Election campaigning on social media: politicians, audiences, and the mediation of political communication on Facebook and Twitter. 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