Decoding the Candidates: A Semiotic Analysis and Literacy Guide to Graphic Design Principles in Political Campaign Branding (original) (raw)

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.

Sign up for access to the world's latest research.

checkGet notified about relevant papers

checkSave papers to use in your research

checkJoin the discussion with peers

checkTrack your impact