Citizen typography and political brands in the 2016 US presidential election campaign
研究了2016年美国总统大选中公民字体如何影响政治品牌，提出品牌网络化和参与式美学两个概念，揭示视觉传播在政治参与中的作用。
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 decentralization of traditional ‘brand management’ in favour of affectively driven political engagement through visual communications disseminated over communication networks.