Visual Culture
Presentation
The curricular unit "Visual Culture" aims to initiate the students in the problematics of a new field of studies that recognizes the permanent interpellation of the visual experience as one of the main critical issues of contemporaneity. The curricular unit will give students a critical insight into the analysis of images, allowing them to establish links and antecedents to the contemporary challenges of visual culture, to understand visual aspects as a source of cultural transmission, and to explore the relationships and interferences that cultural systems bring to the visual identification process and the understanding of the world and reality. This curricular unit will focus, above all, on the opportunities to create new and creative communication strategies that respond effectively and creatively to the most diverse challenges posed every day by an increasingly demanding modern society.
Programme
Applied Communication
Level of Qualification|Semesters|ECTS
| Semestral | 6
Year | Type of course unit | Language
2 |Mandatory |Português
Code
ULP1652-7243
Recommended complementary curricular units
Advertising and Semiotics Avertising Rethoric
Professional Internship
Não
Syllabus
1. Image, sign and significance. C. Peirce and F. Saussure significance models. 2. Categories of signs. Icon, index and symbol. Iconic and arbitrary signs. Convection. Paradigms and syntagms. 3. Significance orders. Denotation, connotation, myth and symbolic order. 4. The text and image relations. Interaction and complementarity. 5. Intertextuality. Types of intertextuality. Memes. 6. Significant plastic and composition I. Gestalt Theory. Strong points. Weight, balance and symmetry. Lines and shapes. 7. Significant plastic and composition II. Image sections. Axial, focused, in-depth, by values and sequencial constructions. Frameworks. Angles. 8. Color and their meanings. Color and light. Color systems. Psychology of color. Color and communication. 9. The written and visual language. Typographic and topographic plan. The word-image. Visual identity. The narratives of the brand.
Objectives
A basic vocabulary domain to enable students to interpret and create cultural projects of various kinds: TV series, movies, animations, multimedia applications and digital games, among others. Students will be encouraged to see and understand the many intersections between, on the one hand, the arts and digital games and, second, the analogue arts (cinema, photography, music, drawing, design, etc.). Acquire specialized theoretical knowledge in the field of games and interactive art with special focus on a culture of trans media convergence. To stimulate a visual culture literacy that allows students to develop a critical knowledge providing the fundamental tools to respond dinamically to the theoretical and practical challenges of the creative industries.
Teaching methodologies and assessment
The teaching methodology will consist of a theoretical approach to some of the described program contents and an expository strand of several examples (images, documentaries and films) that, in addition to help consolidate the matter, will create a more comprehensive and dynamic learning in class and appealing to discussion and analysis. Punctually will also be made small exercises in class analysis and deconstruction of advertising images, ads and posters to stimulate literacy in visual culture that allows students to develop a critical sense and respond dynamically to the theoretical / practical challenges of creative industries. 1. Continuous evaluation: 2. Exame evaluation:
References
Office Hours
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