  With the increasing popularity of social network services, paradigm-shifting
has occurred in political communication. Politicians, candidates, and political
organizations establish their fan pages to interact with online citizens.
Initially, they publish text-only content on sites; then, they create
multimedia content such as photos, images, and videos to approach more people.
This paper takes a first look at image-based political propaganda during a
national referendum in Taiwan. Unlike elections, a referendum is a vote on
policies. We investigated more than 2,000 images posted on Facebook by the two
major parties to understand the elements of images and the strategies of
political organizations. In addition, we studied the data collection's textual
content, objects, and colors. The results suggest the aspects of propaganda
materials vary with different political organizations. However, the coloring
strategies are similar, using representative colors for consolidation and the
opponent's colors for attacks.
