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JOHN CABOT UNIVERSITY

COURSE CODE: "COM 111-1"
COURSE NAME: "Introduction to Visual Communication"
SEMESTER & YEAR: Fall 2014
SYLLABUS

INSTRUCTOR: Antonio Lopez
EMAIL: [email protected]
 HOURS: MW 3:00 PM 4:15 PM
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:

Topics include the evolution of visual culture from the Renaissance to Postmodernism; an introduction to semiotics; the influence of photography from its early inception to Instagram; image politics in elections, terrorism and war; the role of visual and reproduction technology; the study of images in popular culture, ads and viral media; fonts, visual data and information graphics; global visual culture; and image ethics.
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 how ways of looking are culturally constructed

·       Perform semiotic media analysis

·       Use media literacy to analyze a range of visual texts, including advertising, social media memes and information graphics

·       Distinguish communication strategies in visual media

·       Critique the role of images in shaping political discourses

·       Asses ethical dilemmas posed by images

·       Generate visual media that reflect key themes from the course
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Analyzing Media Texts, Marie Gillespie and Jason Toynbee Marie Gillespie and Jason Toynbee Open University Press978-0335218868 Purchase at Almost Corner Books   
Visual Communication: Images With Messages, 6th editionLester, Paul Martin Wadsworth Publishing (Cengage)9781285075846 This book is only available at Anglo/American Bookshop   
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm 20%
Final exam 20%
Detailed image analysis 10%
Create an infographic 10%
Produce a counter ad 10%
Ethnographic image study 20%
Participation and attendanceMore than three unexcused absences will result in the automatic loss of a letter grade/10%

-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:
More than three unexcused absences will result in the automatic loss of a letter grade.
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

Week 1 – Images, Power and Politics

Read: Practice of Looking Ch. 1; Analyzing Media Texts Ch. 5

 

Week 2 – Symbols, Codes and Semiotics

Read: Practice of Looking Ch. 2; Understanding Comics Ch. 1-2

 

Week 3—Visual Codes, Genre and Intertextuality

Read: Analyzing Media Texts Chs. 1-2.

Assignment: Perform a critical analysis of an image from popular culture.

 

Week 4 – The Creation of Visual Culture pt. 1

Read: Practice of Looking Ch. 3; Ways of Seeing Chpts. 1-3

 

Week 5 –The Creation of Visual Culture pt. 2

Read: Practice of Looking Ch. 4, Ch. 8; Ways of Seeing Chpts. 4-5

 

Week 6 – On Photography

Read: On Photography (“In Plato’s Cave,” “The Image-World”), Susan Sontag; “Authoring the Image,” Fred Ritchen

 

Week 7 –Visual Technology

Read: Practice of Looking Ch. 5; The Rise of the Image Chpts. 10-12

 

Week 8—Midterm Week

 

Week 9 –Media in Everyday Life

Read: Practice of Looking Ch. 6; Ways of Seeing Chpts. 6-7

 

Week 10—Media Literacy: Reading Ads and Consumer Culture

Read: Practice of Looking Ch. 7; handouts

Assignment: Create a counter-ad

 

Week 11—Memes, Viral Imagery and Culture Jamming

TBA

 

Week 12—Type Fonts, Visual Data and Information Graphics

Stop Stealing Sheep Chpts. 1-2; handouts

Assignment: Create an information graphic

 

Week 13—Global Visual Culture

Read: Practice of Looking Ch. 10; TBA

 

Week 14 – Image Ethics

Read: TBA

Final project due: Ethnographic image study