JCU Logo
JOHN CABOT UNIVERSITY

COURSE CODE: "COM 111-7"
COURSE NAME: "Introduction to Visual Culture"
SEMESTER & YEAR: Fall 2025
SYLLABUS

INSTRUCTOR: Anna Gorchakovskaya
EMAIL: [email protected]
 HOURS: TTH 8:30 AM 9:45 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 Visual Culture: Theory & Concepts the course will focus on exploring and gaining an initial understanding of the main theories, concepts, ideas of visual culture as a field. In Part II Images in Context: Visual Technologies, Media & Environments students will apply the theories covered in Part I to the analysis of a variety of images and explore the specificity and characteristics of contemporary visual culture.
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 should 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
Readings + active participation in class Class participation consists of your contribution to class discussions and other activities. Students are required to come to class having completed the assigned readings. Students are required to complete weekly forum assignments. 15 %
Midterm Exam Midterm exam is a written exam on the contents of the first part 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 consists of a written image analysis + in-class presentation and discussion.25 %
Forum AssignmentsWeekly written assignments will need to be completed throughout the course.15 %

-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
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. The final exam period runs until ____________
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

Part 1 – Visual Culture: Theory & Concepts

 

WEEK 1: Introduction

Defining Visual Culture; Visual Literacy; What Do Pictures Want?

 

Lesson 1.1: Tuesday 2 September

Lesson 1.2: Thursday 4 September

 

WEEK 2: Ideas and Concepts

Spectatorship; Practices of Looking; Viewers Making Meaning 

 

Lesson 2.1: Tuesday 9 September

Lesson 2.2: Thursday 11 September

 

WEEK 3: Ideas and Concepts

Images, Power and Politics; Ideology and Visuality

 

Lesson 3.1: Tuesday 16 September

Lesson 3.2: Thursday 18 September 

  

WEEK 4: A Visual Culture Toolbox

Iconography and Iconology: Intro to Visual Analysis; Iconology Workshop

 

Lesson 4.1: Tuesday 23 September

Lesson 4.2: Thursday 25 September

Lesson 4.3: Friday 26 September (make-up day for 27 November)

 

WEEK 5: A Visual Culture Toolbox

Introduction to Semiotics: Connotation, Mythology and Other Key Concepts

 

Lesson 5.1: Tuesday 30 September

Lesson 5.2: Thursday 2 October

 

WEEK 6: Conclusions

Conclusions Part I + Workshop Activity

 

Lesson 6.1: Tuesday 7 October

Lesson 6.2: Thursday 9 October 

 

WEEK 7: Midterm Prep & Exam

 

Lesson 7.1: Tuesday 14 October

Lesson 7.2: Thursday 16 October 

 

Part 2 – Images in Context: Visual Technologies, Media & Environments

 

WEEK 8: Realism and Perspective

 

Lesson 8.1: Tuesday 21 October

Lesson 8.2: Thursday 23 October

 

WEEK 9: Photographic Ambiguity and Image Reproduction

 

Lesson 9.1: Tuesday 28 October

Lesson 9.1: Thursday 30 October

 

WEEK 10: Time-Based Media

 

Lesson 10.1: Tuesday 4 November

Lesson 10.2: Thursday 6 November

 

WEEK 11: Consumer Culture and Advertising 

 

Lesson 11.1: Tuesday 11 November

Lesson 11.2: Thursday 13 November

 

WEEK 12: Digital Culture & Internet Culture

 

Lesson 12.1: Tuesday 18 November

Lesson 12.2: Thursday 20 November

 

WEEK 13: Generative AI in Contemporary Visual Culture

 

Lesson 13.1: Tuesday 25 November

Thursday 27 November - NO CLASS

 

WEEK 14: Final Presentations

Students present their case studies

 

Lesson 14.1: Tuesday 2 December

Lesson 14.2: Thursday 4 December

 

FINAL EXAM (date tbc)

December 9-12

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