Citizen Typography and Political Brands in the 2016 US Presidential Election Campaign

Marketing Theory 18 (3): 421-31 (2018)

12 Pages Posted: 24 Feb 2020

See all articles by Thomas J Billard

Thomas J Billard

University of Southern California - Annenberg School for Communication and Journalism

Date Written: March 15, 2018

Abstract

The 2016 presidential campaign between Hillary Clinton and Donald Trump saw citizen typography emerge in highly visible and highly impactful ways, particularly as the candidates made seemingly little attempt to maintain full control over their visual brand identities. But what does the surprising significance of typography in this recent campaign reveal about marketing and citizen participation in politics, about political brand management in a networked media environment, and about typography’s role as a key pillar of branded political communication? This essay offers two key concepts: the networking of political brands and an emerging logic of participatory aesthetics—both of which point to a decentralisation of traditional ‘brand management’ in favour of affectively-driven political engagement through visual communications disseminated over communication networks.

Keywords: typography, graphic design, political communication, presidential election, political branding

Suggested Citation

Billard, Thomas J, Citizen Typography and Political Brands in the 2016 US Presidential Election Campaign (March 15, 2018). Marketing Theory 18 (3): 421-31 (2018), Available at SSRN: https://ssrn.com/abstract=3263105

Thomas J Billard (Contact Author)

University of Southern California - Annenberg School for Communication and Journalism ( email )

3502 Watt Way, Suite 304
Los Angeles, CA 90089
United States

HOME PAGE: http://annenberg.usc.edu/faculty/doctoral-students/thomas-billard

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