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JOHN CABOT UNIVERSITY
COURSE CODE: "COM 111-3"
COURSE NAME: "Introduction to Visual Culture"
SEMESTER & YEAR:
Spring 2026
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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:
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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.
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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.
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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
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TEXTBOOK:
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Weekly assignments + readings + active participation in class | Class 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 Exam | The Midterm Exam will assess students' understanding of the key visual theories, covered in Part I of the course. | 25% |
| Visual Diary | Students 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 Exam | The 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.
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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.
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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.
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SCHEDULE
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* 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
WEEK 2: Reading Visual Texts
WEEK 3: Images and Power: Ideology
WEEK 4: Visual Theory I: Semiotics
WEEK 5: Visual Theory II: Iconology
WEEK 6: Visual Theory III: Formalism
WEEK 7: Midterm Exam
PART II
Reading the Image: Applied Visual Analysis
WEEK 8: Fine Art, Realism and Perspective
WEEK 9: Photography and the Myth of Photographic Truth
WEEK 10: The Image in the Age of Mechanical Reproduction: Film
WEEK 11: Advertising Semiotics and Consumer Culture
WEEK 12: Digital Visual Culture and Social Media
WEEK 13: Visual Culture in the Age of AI
WEEK 14: Visual Diary Presentations
FINAL EXAM
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