SE1373: Visual Communication

School Language and Communication
Department Code ENCAP
Module Code SE1373
External Subject Code 100632
Number of Credits 20
Level L6
Language of Delivery English
Module Leader Dr Elisabeth El Refaie
Semester Autumn Semester
Academic Year 2015/6

Outline Description of Module

This module introduces students to a variety of approaches to the analysis of visual communication, including (social) semiotics, psychology, psychoanalysis, art history and cultural studies. Students will acquire the practical skills necessary for describing and interpreting different forms of visual communication and are encouraged to become more aware of the social and cultural significance of images. Students will also learn how to produce magazine covers using Adobe Photoshop Elements, in order to gain a better understanding of the processes involved in contemporary design.

On completion of the module a student should be able to

  1. Demonstrate a good knowledge of several different scholarly approaches to visual communication and an ability to apply them to concrete examples.
  2. Understand the social and political contexts of the production and interpretation of images.
  3. Understand and apply basic principles of visual design.
  4. Analyse visual designs using appropriate theories, concepts and methodologies.

How the module will be delivered

Timetabled sessions include 2 lectures and 1 seminar per week. Lectures are usually supplemented with PowerPoint slides and handouts summarising content at a reasonable level of detail.  Handouts are usually made available on Learning Central at least 24 hours before the session. Audio and video are used in this module.

 

During seminars, you may be required to make presentations and/or lead discussion. In this case you will be given sufficient time to prepare and practise your contribution, either before the class or in pair or group work in class. Some of the seminars involve training and supervised practice in the use of Photoshop Elements.

 

Both lectures and seminars will often require you to analyse images of various genres, including advertisements, magazine covers, cartoons, and paintings. In some cases you will be asked to prepare for seminars by finding appropriate images that illustrate key issues, theories and concepts (e.g. images of men and women, or discriminatory/racist images).  

Students are encouraged to discuss any specific access needs with staff in advance of taking this module. Students with a disability affecting fine motor skills may use a support worker to assist them with that aspect of using Photoshop Elements (or a similar computer-based design application) and are encouraged to contact the Disability and Dyslexia Service at an early stage.  
 

Skills that will be practised and developed

Through the task of designing magazine covers that are targeted at a specific readership, you will be given practical skills in computer-assisted visual design, which will be useful in many areas of employment, including journalism, public relations and human resources. The other main focus of the module is on increasing your argumentative and critical skills, which are highly appreciated by the majority of employers. 

How the module will be assessed

The module is assessed by coursework (50%) and exam (50%).

For the design task you are asked to design two contrasting magazine covers, using Photoshop Elements (or a similar computer-based design application). You will also write a design report, which should demonstrate your ability to use particular design features to appeal to two contrasting target audiences. In writing your report, you must draw on the theories and concepts introduced in the module.


The main criterion for assessment of the design task is the concept of your designs and report:  Do the two magazine covers demonstrate the ability to target a specific readership effectively? Is there a clear distinction between the two designs? Do the magazine cover and the design report together show a good understanding of the principles of design discussed in the module? Is there evidence in the report that you have consulted a sufficient number of relevant readings?

 

Some consideration will also be given to the following:
 

Originality: How creative is the design? Did you use your own photograph(s)?


Technical execution: Does the technical execution of the magazine cover show a degree of competency in the use of Photoshop Elements (or a similar computer-based design application) that is appropriate to the level of training offered in the module? (You do NOT need to be an ‘expert’ in Photoshop Elements in order to get a top mark for this coursework task!)

 

In the exam you will be asked to demonstrate your understanding of a range of different concepts and approaches to Visual Communication.  You will be given more specific information about the structure of the exam in the Module Outline at the beginning of the module.  The exam is assessed according to the Assessment Criteria set out in the English Language Undergraduate Student Handbook.

 

Note: The requirements that students demonstrate an ability to (c) understand and apply basic principles of visual design and (d) analyse visual designs using appropriate theories, concepts and methodologies will restrict the availability of alternative forms of assessment as an adjustment for disabled students. Otherwise, there are no academic or competence standards which limit the availability of adjustments or alternative assessments for students with disabilities.

Assessment Breakdown

Type % Title Duration(hrs)
Written Assessment 50 Coursework - Design Task N/A
Exam - Autumn Semester 50 Visual Communication 1.5

Syllabus content

Part 1: Visual perception, design and meaning

  • Visual perception
  • What is good visual design?
  • Visual design and meaning
  • Typography
  • Colour

 

Part 2: Images in their social and cultural context

  • Visual persuasion
  • Men, women and the gaze
  • Images and the concept of ideal beauty
  • Depicting the self and the ‘other’
  • Images, digitalization, and the ‘truth’

 

Essential Reading and Resource List

1) Course Reader: The main readings for this module are book chapters collected in a printed course reader, which will be available from Blackwell’s bookshop at the beginning of the semester.

 

2) E-journal articles: Some of your core readings for this module will be e-journal articles, which will be available through the Cardiff University Ejournal Portal (links provided on Learning Central).

 

3) Training videos: In preparation for the practical design task, you will be asked to watch a number of Photoshop Elements online training videos (links provided on Learning Central).

 

4) Recommended further reading: Each week, you will be provided with short reading lists that provide a good start for research on the two assessment tasks.

 

5) Your own research: If you want to do well in your assessment tasks, you will also need to find your own relevant readings not mentioned in the above sources.

 

6) Introductory readers: The following readings may be useful as a general introduction to the topic:

Kress, G. and van Leeuwen, T. 2006. Reading Images: The Grammar of Visual Design. London: Routledge, 2nd edition.

Mirzoeff, N. (ed) 2002. The Visual Culture Reader. London: Routledge, 2nd edition.

Sturken, M. and Cartwright, L. 2001. Practices of Looking: An Introduction to Visual Culture. Oxford, New York: Oxford University Press

Van Leeuwen, T. and Jewitt, C. (eds) 2001. Handbook of Visual Analysis. London: Sage.


You should contact the module leader as early as possible if you will require readings in an alternative format.

Background Reading and Resource List

1) Course Reader: The main readings for this module are book chapters collected in a printed course reader, which will be available from Blackwell’s bookshop at the beginning of the semester.

 

2) E-journal articles: Some of your core readings for this module will be e-journal articles, which will be available through the Cardiff University Ejournal Portal (links provided on Learning Central).

 

3) Training videos: In preparation for the practical design task, you will be asked to watch a number of Photoshop Elements online training videos (links provided on Learning Central).

 

4) Recommended further reading: Each week, you will be provided with short reading lists that provide a good start for research on the two assessment tasks.

 

5) Your own research: If you want to do well in your assessment tasks, you will also need to find your own relevant readings not mentioned in the above sources.

 

6) Introductory readers: The following readings may be useful as a general introduction to the topic:

Kress, G. and van Leeuwen, T. 2006. Reading Images: The Grammar of Visual Design. London: Routledge, 2nd edition.

Mirzoeff, N. (ed) 2002. The Visual Culture Reader. London: Routledge, 2nd edition.

Sturken, M. and Cartwright, L. 2001. Practices of Looking: An Introduction to Visual Culture. Oxford, New York: Oxford University Press

Van Leeuwen, T. and Jewitt, C. (eds) 2001. Handbook of Visual Analysis. London: Sage.


You should contact the module leader as early as possible if you will require readings in an alternative format.

lternative format.


Copyright Cardiff University. Registered charity no. 1136855