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JOHN CABOT UNIVERSITY

COURSE CODE: "COM 111-6"
COURSE NAME: "Introduction to Visual Culture"
SEMESTER & YEAR: Fall 2025
SYLLABUS

INSTRUCTOR: Federico Gianni
EMAIL: [email protected]
 HOURS: TTH 10:00 AM 11:15 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES:
OFFICE HOURS:
COURSE DESCRIPTION:
From photojournalism to Instagram, 21st century communication is primarily image-based. Whether its mass media, individual expression, social media or alternative media, images are used for promoting ideas, products, information and political discourses. In this course students investigate the role of visual culture in daily life, exploring fine art, popular culture, film, television, advertising, business communications, propaganda, viral social media and information graphics. As a critical introduction to visual communication, this course mixes theory, analysis and practical activities for an applied understanding of key issues, including the relationship between images, power and politics; the historical practice of looking; visual media analysis; spectatorship; historic evolution of visual codes; impact of visual technologies; media literacy; information graphics literacy; and global visual culture.
SUMMARY OF COURSE CONTENT:

The course will be divided into two main sections: In Part I – The Mechanics of Looking: Visual Theories & Concepts students will discover the foundations of visual culture studies and will engage with key concepts such as visual literacy, visual rhetoric and representation. They will gain an initial understanding of the main theoretical frameworks such as semiotics, iconology and formalism, and examine the interrelationship between images and systems of power. In Part II – Reading the Image: Applied Visual Analysis students will directly apply the theories covered in Part I to the analysis of various visual texts across diverse media platforms, and engage with contemporary visual environments.

 
LEARNING OUTCOMES:

 

The course’s content and activities are meant to prepare students for future studies in communications and media studies. By the end of the course, students will be able to:

 

· Describe key theories and concepts of visual studies

· Identify and clearly communicate (verbally and in writing) how visual texts are constructed

· Perform image analyses on a variety of visual texts, including advertising, social media posts, and information graphics

· Distinguish communication strategies in visual media

· Assess and critique the role of visual media in shaping political & cultural discourse

· Produce a variety of visual texts that reflect key themes and theories from the course

 
TEXTBOOK:
NONE
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Weekly assignments + readings + active participation in classClass participation consists of true, regular and thoughtful contribution to class discussions and other activities. Students are required to come to class having completed the assigned readings and weekly forum assignments which are integral to our class discussions.30%
Midterm ExamThe Midterm Exam will assess students' understanding of the key visual theories, covered in Part I of the course. 25%
Visual DiaryStudents are expected to keep a visual diary throughout the semester and post it during the final exams week. Possible forms for the visual diary will be discussed in class.20%
Final ExamThe Final Exam will assess students' understanding of visual media, covered in Part III of the course. At this stage, students' will be assessed on their ability to reflect upon and write about a variety of visual texts, and their ability to explain how visual media influences and shapes contemporary culture. 25%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.
SCHEDULE
 

* The contents of this outline are subject to change at the discretion of the instructor.

 

PART I 

The Mechanics of Looking: Visual Theories & Concepts

 

 

WEEK 1: Introduction to Visual Culture

 

Lesson 1.1: Tuesday 2 September

Lesson 1.2: Thursday 4 September

 

 

WEEK 2: Reading Visual Texts

 

Lesson 2.1: Tuesday 9 September

Lesson 2.2: Thursday 11 September

 

 

WEEK 3: Images and Power: Ideology

 

Lesson 3.1: Tuesday 16 September

Lesson 3.2: Thursday 18 September

 

 

WEEK 4: Visual Theory I: Semiotics 

 

Lesson 4.1: Tuesday 23 September
Lesson 4.2: Thursday 25 September

Lesson 4.3: Friday 26 September (MAKE UP CLASS)

 

 

WEEK 5: Visual Theory II: Iconology

 

Lesson 5.1: Tuesday 30 September 

Lesson 5.2: Thursday 2 October

 

 

WEEK 6: Visual Theory III: Formalism

Lesson 6.1: Tuesday 7 October

Lesson 6.2: Thursday 9 October 

 

 

WEEK 7: Midterm Exam

 

Lesson 7.1: Tuesday 14 October 

Lesson 7.2: Thursday 16 October

 

PART II 

Reading the Image: Applied Visual Analysis   

 

WEEK 8: Fine Art, Realism and Perspective

 

Lesson 8.1: Tuesday 21 October

Lesson 8.2: Thursday 23 October

 

WEEK 9: Photography and the Myth of Photographic Truth

 

Lesson 9.1: Tuesday 28 October

Lesson 9.2: Thursday 30 October

 

 

WEEK 10: The Image in the Age of Mechanical Reproduction: Film

 

Lesson 10.1: Tuesday 4 November

Lesson 10.2: Thursday 6 November

 

WEEK 11: Advertising Semiotics and Consumer Culture

 

Lesson 11.1: Tuesday 11 November
Lesson 11.1: Thursday 13 November

 

WEEK 12: Digital Visual Culture and Social Media

 

Lesson 12.1: Tuesday 18 November

Lesson 12.2: Thursday 20 November 

 

WEEK 13: Visual Culture in the Age of AI

 

Lesson 13.1: Tuesday 25 November

 

WEEK 14: Visual Diary Presentations

 

 

FINAL EXAM

December 9-12