The course establishes, in a first part, the theoretical knowledge that will allow the understanding of the social and cultural reality of communication through the study of applied semiotics. The aspects inherent in the communication process, verbal and non-verbal communication, will be studied to understand the interdisciplinarity of the communicative phenomenon. The student will know the communication strategies in the transmission of images and the characteristics of the different visual languages. As well as, the student will know and critically analyze the process of meaning of cultural and artistic products, both textual and visual (photography, domestic or urban space, advertising, cinema, newspaper, magazines, works of art, literature, etc.).
Type Subject
Tercer - Obligatoria
Previous Knowledge

RA92 The student knows the processes of creating a communication or creative company


Unit 1. Image history. There will be a brief review of the history of the image from the cave paintings to the actuality. The different processes of creation, circulation and reception of images in each era and their respective meanings and implications for the configuration of today's society will be analyzed.
Unit 2. Introduction to semiotics. The main concepts, characteristics and methods of semiotics that have emerged since its inception by Peirce will be studied, as well as the theory that emerged in the 1960s of connotation and denotation and the ideological criticism of Roland Barthes and his semiological project.
Unit 3. Visual Communication. The various means of visual communication (photography, advertising, film and video art) will be analyzed through the semiotic method and its relationship with the socio-historical and cultural context.
Unit 4. Proxemics. Study of the production of meanings in real and / or virtual space and its relationship with the body and objects.


At the beginning of each unit, there will be introductory master classes to the different thematic blocks where the teacher will introduce basic concepts of the topic. Next, the student will actively participate in the classroom through various didactic activities based on the active teaching methodologies, listed below, with the aim that the student acquires the knowledge on the semiotics of visual communication and knows how to apply it in their field. professional in a critical and constructive way. The evaluation is continuous: at the end of each thematic block there will be an evaluation consisting of 01 individual exam and 04 group practices, as well as attendance and participation in class.
MD1: Master Class with the support of audiovisual material
MD3: Flipped classroom
MD4: Real events
MD5: Project Based Learning
MD6: Peer Instruction


Ordinary call evaluation:

Practical Activities: 90%
Assessment of each practice at the end of each thematic block.
Minimum note of each of the tests to make the average> 4/10.
Group note.

Continuous assessment: 10%
Student participation in classes, delivery of exercises and teacher criteria.

Extraordinary evaluation:
The student who does not pass the ordinary evaluation has the option to pass the subject in the extraordinary evaluation call.

Evaluation criteria for all calls:
In the event that the exams, exercises or work to be delivered by the student do not present a correct written, grammatical and orthographic expression, the maximum grade will be a 4.
If the conditions to approve the call are not met, the maximum grade will be a 4.
The grade will be reviewed on the day set by the teacher. In this review you can raise or lower the student's grade.

Evaluation Criteria
Basic Bibliography

Barba, Laura Alejandra (2011) Conocimiento, arte y ciencia en Nelson Godman. Jornadas de Investigación en Filosofía.
Barthes, Roland. (1964). Semiótica de la imagen publicitaria.
Barthes, Roland. (1957) Mitologías. Ed. Siglo XXI. México
Barthes, Roland (1986). “Retórica de la imagen”. En: Lo obvio y lo obtuso. Barcelona: Paidós.
Barthes, Roland (1986). “Análisis del mensaje Fotográfico” En Lo obvio y lo obtuso. Barcelona: Paidós.
Busquets, Luis (1977). Para leer la imagen: mass-media y educación.
David, Juan (2010). El espacio doméstico tras el soporte arquitectónico: claves para comprender el sentido multidimensional de lo íntimo en el dominio del hogar.
Debray, Régis (1994). “Las tres eras de la mirada”. En: Vida y muerte de la imagen. Historia de la mirada en Occidente. Barcelona: Paidós
Goodman, N. (1990) Palabras, trabajos, mundos. In: Maneras de hacer mundos. Madrid: Ed: Visor
Hall. Edward (1985) “La proxémica” En: La nueva comunicación. (1984). Buenos Aires: Siglo XXI
Lapastora, Nuria. (2011). ¿Qué ves, cuando me ves? Y ¿cuándo no me ves? En: Actes. Agencia Feminista.
Losada, Flora (2001). El espacio vivido. Una aproximación semiótica.
Martín Prada, Juan (2018). El ver y las imágenes en el tiempo de internet. Madrid: Akal
Rodríguez, Juan Manuel (1993). Semiótica de la Comunicación Gráfica. México: Instituto Nacional de Bellas Artes

Additional Material