SM4F01 - Visual Communication (2019/20)
|Module specification||Module approved to run in 2019/20|
|Module title||Visual Communication|
|Module level||Certificate (04)|
|Credit rating for module||30|
|School||School of Computing and Digital Media|
|Total study hours||300|
|Running in 2019/20||No instances running in the year|
This module underpins the work produced in the practical modules and looks explores the way that messages are communicated through media products. Using examples from history and contemporary practice you will explore the evolution of visual languages, and the devices used in the media industry to inform, persuade and instruct an audience. The module also teaches you how to research, plan and present an academic essay. The ideas covered will also be developed and contextualised through the creation of media artefacts.
Prior learning requirements
The module aims to:
1. provide learners with an understanding of the importance of style and genre in the media.
2. enable learners to research and evaluate a wide range of media forms.
3. develop skills in conducting academic research, presenting seminars and essay writing
4. develop skills in communicating meanings, messages and information effectively.
5. enable learners to produce effective media artefacts aimed at defined audiences.
An indicative programme of study covers the following:
• Historical context: the role of the visual artist
• Semiotics primer
• Image deconstruction
• Representation, gender, identity and race
• Signs, symbols , metaphors and visual cues
• Image composition and construction
• Grammars of design
• The meaning of Style
• Culture, language and audience
• Understanding audiences
• Credibility in design
Learning and teaching
This module deals with complex concepts and ideas, so a range of teaching methods will be employed to help students engage with and make connections between these. Lectures and seminars will provide a platform to facilitate discussion, while online resources and direction will guide independent study. As many FdA students have substantial life experience, therewill be a commitment to ascertain and share what preconceptions and knowledge they bring to the topic in hand. Learners will be encouraged to research an area in depth and prepare a group seminar to disseminate this knowledge. At an academic level, diagnostic tasks will be performed to identify learners requiring extra support. This will be provided through tutorials and recorded on the PLP. Learners will also be encouraged to explore, manipulate and distort visual communications through practical work.
knowledge and understanding:
1. Understand key concepts of visual communication and the construction of meaning.
cognitive intellectual skills:
2. Conduct academic research and select appropriate material
3. Use essay writing form and Harvard referencing
transferable skills including those of employability and professional practice:
4. Use a range of communication and study skills
5. Develop skills for conducting seminars
subject-specific practical skills:
6. Communicate concepts and ideas through the production of media artefacts
The assessment strategy is designed to assess students ability to research, summarise and present information through oral presentation and essay writing. Students will also demonstrate their understanding of the themes through the production of practical digital media work
1. Conduct of seminar and group discussion 15%
2. Referenced essay35%
3. Portfolio of graphic design work in response to supplied briefs 50%
Barthes, R., (1993) Mythologies, Vintage Classics; London
Berger, J., (2007) Ways of Seeing, Penguin; London
Drew, S, & Bingham, R., (2012) The Student Skills Guide, 3rd Edition; Gower Publications
Howells,R and Negerios J. (2012) Visual Culture; Polity
Mirzoeff, N . (2012) The Visual Culture Reader; Routledge
Stewart Mann, Dr. (2010) Study Skills for Art, Design and Media Students; Longman
Creative Review, [JOURNAL], Centaur Publications Ltd