Visual Communication

Description:

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.).

Previous Knowledge:

No prior requirements

Objectives:

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.).

Contents:

Semester 1:

Unit 1. Introduction to semiotics

Unit 2. Visual Communication

Unit 3. Proxemics

Semester 2:

Unit 1. Insights, branding, campaigns, tone of voice, audience, positioning, message design.

Unit 2. Artistic reflective processes

Unit 3. Immersive experiences. Human Computer Interaction Methodologies.

Methodology:

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 with of 04 practices, as well as attendance and participation in class.

MD1: Master Class with the support of audiovisual material

MD3: Flipped classroom

MD4: Real events

MD6: Peer Instruction

Evaluation:

Semester 1 (50% overall grade)

Semiotic Analysis of Advertising: 40%

Semiotic Analysis of space: 40%

Participation and assistance: 20%

Semester 2: (50% overall grade)

Activity 1: IMMERSIVE EXPERIENCE (50%)

Highly significant practical activity.

Minimum grade required for each component to be included in the final average: >4/10. Individual grade.

Activity 2: REFLECTIVE WRITING (50%)

reflective report (maximum 1,500 words)

Highly significant practical activity.

Minimum grade required for each component to be included in the final average: >4/10. Individual grade.

To pass the course, students must submit both assessment exercises.

Late submissions will be penalised. The maximum grade for late submissions will be 5.0.

To pass the course the student must submit all 03 assessment exercises.

Late delivery will incur a penalty. The maximum grade will be 5.0.

Evaluation Criteria:

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 3. If the conditions to approve the call are not met, the maximum grade will be a 4. The course will be failed if any of the two parts of the course is failed. The grade will be reviewed on the day set by the teacher. In this review you can raise or lower the student's grade.

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.

Goodman, Nelson. (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, cuándo me ves? Y ¿cuándo no me ves? En: Actes. Agencia Feminista.

Losada, Flora (2001). El espacio vivido. Una aproximación semiótica.

Montenegro González, Catalina. (2019) Cartografías colectivas como espacios de reflexión visual: territorios, experiencias y contextos. IV Congreso Internacional de INVESTIGACIÓN EN ARTES VISUALES ANIAV 2019. http://dx.doi.org/10.4995/ANIAV.2019.9541

Núria Font-Casaseca (2020). Prácticas cartográficas para una geografía feminista: los mapas como herramientas críticas. Documents d'Anàlisi Geogràfica, vol. 66/3, 565-589.

Tordera, A. (1978). Hacia una semiótica pragmática (El signo en Ch. S. Peirce).

Fernando Torres Editor, Valencia 1978 (2 parte: cap.7,8,9 y 10, p.143-147)

Serrano, S. (1984). La semiótica (Introducción a la teoría de los signos). Montesinos Editor, SA, Barcelona, 3 edición: Nov, p. 7-51).

Additional Material: