Visual Culture I

Code:

CV302

Acronym:

CVI

Keywords
Classification	Keyword
OFICIAL	Communication Design

Instance: 2011/2012 - 2S

Active?	Yes
Responsible unit:	Design
Course/CS Responsible:	Communication Design

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
AP	27	Official Study Plan 2011	3	-	3	30	81
			4
DC	75	Licenciatura em Design de Comunicação	3	-	3	30	81

Teaching language

Portuguese

Objectives

In this course students will learn about the phenomena and systems of perception situated in a field of media representation.

Students will develop new skills of vision, understanding and analysis of a contemporary visual universe. The subject will provide them the abiliity to grasp the broad field of Visual Culture while acquiring skills for visual literacy;

Following these objectives the student:

1. will be able to interpret the images with instruments capable of identifying the contexts in which they are generated and the correlations of other disciplines that contribute to the visual realm;
2. Acquire relevant knowledge to understand the relationship of images with their producers, a specific plan of public visual arts and design;
3. Appreciate the progress and transformation of visual objects and media that contribute to the ethical and cultural emancipation of the public to whom the images are intended for the use of their personal and collective history (memory);
4. understand to find a balanced visual plan between creator and consumer of images that can enhance the intellectual development and knowledge.

Program

1. Practices of looking: Images, Power and Politics
Representation
The myth of the truthfulness of photography
Images and Ideology
How to negotiate the meaning of images
The value of the images
Image Icons

2. Observers produce meaning
The intention of the producers of meaning
Aesthetics and taste
Reading Images as Ideological
Encode and Decode
Ownership and opposed readings
Reappropriation and counter-DIY

3. Spectatorism, Power and Knowledge
Psychoanalysis image and the spectator
The Look (gaze)
The changes in concept Gaze
Speech and gaze
Power / knowledge and panopticism
The gaze and the exotic

4. Reproduction and visual technologies
Realism and the history of perspective
Realism and visual technologies
The reproduction of images
The reproduction of images and Policy
Visual technologies and phenomenology
The Digital Picture
The virtual space and motion pictures

5. The Consumer Culture and the manufacture of Desire
Consumer Society
The culture of commodity fetishism
Addressing the consumer
Images and Text
Envy, Desire and Glamour
Sense of belonging and difference
DIY and counter-bricolage
the Brands
The anti-advertising practices

Mandatory literature

FLUSSER, Vilém; Ensaio sobre a fotografia: para uma filosofia da técnica, Lisboa, Relógio D?Água, 1998
DEBRAY, Régis; Vie et mort de l?image. Une histoire du regard en Occident, Paris, Gallimard, 1992
Baudrillard, Jean ; A Sociedade de Consumo, Lisboa: Edições 70 - 2.ª Edição, 2007. ISBN: ISBN 9789724414089
Arnheim, R. ; Visual Thinking., Berkeley/Los Angeles: University of California Press. , 1969
Benjamin, Walter; Sobre a Arte, Técnica, Linguagem e Política, Lisboa: Relógio d?água, 1992
LÉVI-STRAUSS, Claude; A Via das Máscaras,, Lisboa, Presença, 1981
Gervereau, Laurent ; Ver, Compreender, Analisar as Imagens, Lisboa; Editçoes 70, 2007. ISBN: ISBN 9789724412863
BOAS, Franz, Race; Language and Culture, Nova Iorque, Macmillan, 1940

Teaching methods and learning activities

Theoretical and practical Lectures with explanatory discussion participated from repertoires of visual and moving images.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	38,00
	Total:	-	0,00