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Interestingly, the art, architecture, design, &c. events and materials never use small caps.
I speculate that people think small caps look official, conservative and fancy and that these qualities concern the people at this school more than the general public.
I'd like to investigate this furthur, but finding relevant materials is proving rather difficult. The topic is somewhat obscure, and the ambiguity of the term "small cap" doesn't help. There is a surprisingly large typography section in the library, but I found nothing on small caps in particular. The library does have many early editions of old printed works, so I may have access to early editions of early works to use small capitals in different ways.
Does anyone have any ideas of where I should look?