Decoding the Candidates: A Semiotic Analysis and Literacy Guide to Graphic Design Principles in Political Campaign Branding
Owen, Diana M
Research and discussion of modern political communication has glossed over the messaging strategies afforded to political campaigns by graphic design. Further, the digital age has provided a new environment for political entities to create professionalized brand images. This interdisciplinary study combines the research behind political branding and visual communication of graphic design through the lens of semiotic theory. Using 2016 presidential campaign logos and slogans as branding case studies, this research identifies content and embedded messages of individual campaigns through quantitative and qualitative methods, guided by the following research questions: What specific messages are conveyed through presidential candidates’ graphic design decisions? Do these messages align with the constituencies they appeal to and the stances they uphold? How can voters become critical consumers of these messages? The thesis concludes with a resource for voters to critically view a political entity’s visual messaging strategies to formulate informed opinions.
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Political Branding in U.S. Elections: Content Analysis of U.S. Presidential Campaign Logos from 1968-2016 Bible, Geoffrey; Crain, Molly; Daizovi, Cecilia; al Habsi, Hafsah; Zhao, Baizhinan (Georgetown University. Communication, Culture & Technology Graduate Program, 2016)Presidential campaign logos are unique icons in our democratic society. Their saliency and how they are perceived by the general public is tantamount to the success of the campaigns themselves. Due to the rise of social ...
Lewandowski, Andrew David (Georgetown University, 2013)This study examines the relationship between political branding and political participation in the 2012 U.S. presidential election and argues for a consumer-oriented polity to reinvigorate what it means to participate in ...