Abstract
ABSTRACT In recent cultural studies scholarship, native terms have been used to understand the affective state of a society. Accordingly, this paper focuses on the term “spicy Taiwanese sister,” regarding its derogatory gender implications in the context of Taiwan’s popular culture. Then, it discloses the strategic appropriation of the gendered term in the presidential campaign from 2019 to 2020. This analysis reveals why the affective campaigning led to a triumph of Taiwan’s democracy. The affect and effect of this presidential campaign could not have been fulfilled without the China factor.
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