Visual Culture and Education for the Media

Scholar Year: 2022/2023 - 2S

Courses

Head Teacher Responsability Joana Isabel Gaudêncio Matos Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes Lectures Type Teacher Classes Hours Contact hours Totals 1 3,00 Nuno de Oliveira   3,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

In order for students to understand the importance of Visual Culture in contemporary society, it is important to approach advertising / consumption, identity / gender and ideology / violence. Students will thus be able to identify and dismantle existing visual repertoires in the media of the present society, which sometimes seek to favor certain visions and ideologies, or to create alienation processes.
- Acquire the basic concepts of Visual Culture.
- To know the historical and sociocultural context of Visual Culture.
- To know the contemporary authors of Visual Culture and its tendencies, works of reference and main characteristics of its critical thinking.
- Encourage processes of decomposition and analysis of the image as a manifestation of Visual Culture.
- Understand the importance of Visual Culture in contemporary society.
- Develop the skills of observation, analysis and understanding of a contemporary visual universe.
- To develop the capacity to produce and to base discourses on the Visual Culture

3. Competence referential

In compliance with article 6 of Decree-Law no. 43/2014, of March 18, the description of the competencies referent is organized according to the domains: knowledge, skills and attitudes.
Within the scope of this UC were defined the following areas:

Knowledge

- Comprehensive and specialized knowledge in audiovisual language
- Comprehensive and specialized knowledge of production techniques and technologies
For different formats and media
- Comprehensive and specialized knowledge of audiovisual communication and diffusion

Aptitudes

- To design audiovisual productions for various media and broadcast media, appropriate to the
Desired communication
- Designing and planning creative solutions to audiovisual communication problems
- Deconstruction of audiovisual productions for their understanding

Attitudes

- Demonstrate availability for the constant updating of knowledge and tools
In the audiovisual area
- Demonstrate critical sense in solving problems of audiovisual communication
- Demonstrate ability to present creative solutions appropriate to communication
Intended

Syllabus

Visual Culture - Base concepts:
- Sign, meaning, signifier, syntagma, paradigm, synchrony and diachrony.
Decomposition and analysis of images:
- Visual communication elements;
- Types of analysis vs type of image;
- Meaning of images;
- Value of images.
- The media and visual communication.
Capacity of the media to influence perceptions, beliefs, attitudes
Visual Culture and Contemporary Society:
- Visual Culture and advertising / consumption;
- Visual Culture and identity / gender;
- Visual Culture and ideology / violence

Demonstration of the syllabus coherence with the UC intended learning outcomes

The contents of the syllabus fall within the objectives of the Curricular Unit, since they allow students to acquire the basic concepts of Visual Culture, to apprehend processes of decomposition and analysis of images, and to understand the importance of Visual Culture in contemporary society. Both the acquisition of the basic concepts (sign, meaning, signifier, syntagma, paradigm, synchrony and diachrony) and the historical and sociocultural context of Visual Culture will be done through the revision of founding texts, ie, reference works by contemporary authors .
In order for students to acquire processes of image decomposition and analysis as a manifestation of Visual Culture, it is fundamental that they identify the elements of visual communication, know the types of analysis vs. type of image and understand the meaning and value of the images. In this way, not only can other areas of the course be boosted, but fundamentally, it will be possible for students to experience and acquire other values ​​of visual literacy, in the perspective of a solid Visual Culture.
In order for students to understand the importance of Visual Culture in contemporary society, it is important to approach the following contents: Visual Culture and advertising / consumption; Visual Culture and identity / gender; And Visual Culture and ideology / violence. Through these contents, the students will be able to identify and dismantle visual repertoires existing in the current society and in the media, which sometimes seek the favor of certain visions and ideologies, or the creation of processes of alienation.

Teaching methodologies

Classes will be divided into two parts: the first part will have an essentially expositive and conceptual content, focusing on the proposed programmatic content; And the second part will have a more functional and practical approach - it is expected a participatory discussion of the students -, starting from the analysis of visual repertoires of fixed and / or moving images.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

The teaching methodologies of the Curricular Unit emphasize the process of building knowledge about Visual Culture and the development of the student's abilities as a receiver of visual messages.
Although the first part of the class has a mostly expository content, which seeks to promote the deepening of concepts and basic knowledge, this does not invalidate that, where appropriate, the debate be aroused as a way to exercise the students' critical spirit. In turn, the second part of the class will seek to make the readings that students make of visual objects and specific iconographies more agile, more demanding and more informed. That is, through the visualization and analysis of visual repertoires of still and / or moving images, it is intended to foster processes of decomposition and analysis of the image as a manifestation of Visual Culture, and to demonstrate the importance of Visual Culture in contemporary society.

Assessment methodologies and evidences

The evaluation is continuous and will focus on the following components:

Component A = 40% - corresponds to the commitment and quality of participation in classes, individually and collectively. This parameter shall take into account the work and presentations of
(Construction / deconstruction of audiovisual products) in a small group.

Component B = 60% - corresponds to the elaboration of a diary of substantiated visual narratives. The diary should include for each audiovisual product presented a rationale for the visual and theoretical options. 20 to 25 different and representative contents of the contents should be part of the daily.


In case of impossibility to participate in the evaluation moments, the evaluation will be carried out by examination at a date to be defined by the Management (except students with special status, see point 8).
The final evaluation of the uc will be posted on the portal of the ESE / IPS on a date according to the academic calendar, resulting from the partial evaluations described above, attributed on a scale of 0 to 20 values.

Attendance system

Students with special status and who can not attend regularly the uc can be evaluated on a continuous assessment basis, after negotiation with the uc professor. This negotiation may result in the definition of elements and moments of evaluation different from those exposed in this program.
Students with normal status who do not get proficient in the evaluation or do not attend the uc, will be evaluated by exam (on all the contents exposed in this program), to occur on a date to be defined by the Direction of ESE / IPS.

Assement and Attendance registers

Bibliography

Bernard, M. (2001). Approaches to Understanding Visual Culture. New York: Palgrave. Dikovitskaya, M. (2005). Visual Culture: The Study of the Visual after the Cultural Turn. Cambridge: The MIT Press.
Duncum, P. and Bracey, T. (2001). On Knowing: Art and Visual Culture. Christchurch: Canterbury University Press.
Elkins, J. (2003). Visual Studies: A Skeptical Introduction. New York: Routledge.
Evans, J., and Hall, S. (2001). Visual Culture: The Reader. Thousand Oaks: Sage.
Gervereau, L. (2007). Ver, Compreender, Analisar as Imagens. Lx; Ed70.
Jenks, C. (1995). Visual Culture. London: Routledge.
Joly, M. (1999). Introdução à Análise da Imagem. Lx Ed 70
Manovich, L. (2001). The Language of New Media. Cambridge: MITPress.
Mirzoeff, N. (1999). An Introduction to Visual Cultural. London: Routledge.
Oliveira, S. and Caetano, R. (2017). Literacia para os Média e Cidadania Global – Caixa de Ferramentas. Lisboa: CIDAC e PAR.
Sturken, M. and Cartwright, L. (2001). Practices of Looking: An Introduction to Visual Culture. New York: Oxford University Press.
Thomas, J. (2001). Reading Images. New York: Palgrave

Observations

Exam
The exam will last two hours and consists of a written test about the contents covered in class and exposed in this program.