FACULTY OF COMMUNICATION
Department of New Media and Communication
NMC 456 | Course Introduction and Application Information
| Course Name |
Visual Theory
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
NMC 456
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
First Cycle
|
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| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkQ&ACritical feedbackJuryLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course is an introduction to theoretical debates in the interdisciplinary field of visual culture. The course engages with the production, reception, appropriation and commodification of images and the ideologies of the visual. The contemporary world is saturated with visual images. This introductory course explores the visual from an interdisciplinary perspective across cultures and in various media. Its objective is to sharpen the gaze of the student by learning to look carefully at the visual world in the past, present, in remote as well as approximate places. Through this course we will define visual theory, communication, explore it’s history and gain insight understanding of visual advertising. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course combines theoretical work and its application to images. Students are responsible for the preparation of presentations of each week’s key reading. Each week, we will summarise key points and arguments made by a visual theory scholar on a particular topic (see syllabus) and use examples that relate closely to the text. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses |
X
|
|
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Brief of the Lecture, Introduction to Visual Theory | |
| 2 | Identifying Semiotics with Saussureian Structuralism | F. Saussure, “Course in General Linguistics” Part 1, 65-79 |
| 3 | Encoding - Decoding | Garret Castleberry, “Understanding Stuart Hall’s Encoding/Decoding Model through TV’s Breaking Bad” |
| 4 | Understanding Media and Advertising | M. McLuhan, “Understanding Media The Extensions of Man” R. Williams “Advertising: The Magic System” |
| 5 | How Do We Interpret the World of Symbols Denotative & Connotative Readings | Roland Barthes, “The Elements of Semiology”; “The Fashion System”; “Rhetoric of the Image” |
| 6 | Introduction to Marxist Media Theory | Daniel Chandler, “Marxist Media Theory” |
| 7 | Frankfurt School Approach to Media & Cultural Industry | T. Adorno, M. Horkheimer, “The Culture Industry, Enlightenment as Mass Deception” |
| 8 | Midterm Exam | |
| 9 | Postmodern Theories Under the Circumstances of Postfordism | Walter Benjamin, “The Work of Art in the Age of Mechanical Reproduction” Fredric Jameson, “Postmodernism or the Cultural Logic of the Late Capitalism” |
| 10 | Simulation and Hyper-reality Theory | J. Baudrillard, “Simulacra and Simulation” |
| 11 | Postfeminist Media Culture, The Deconstruction of Woman Image Through Advertising | Rosalind Gill, “Postfeminist Media Culture, Elements of Sensibility” Judith Butler, “Subjects of Sex/Gender/Desire” |
| 12 | Psychoanalysis of Advertising Throughout Marketing Hedonics and Desire | S. Freud, “Civilization and It’s Discontents”, F. Forest, “Psychoanalysis of Advertising” |
| 13 | Documentary: The Pervert’s Guide to Ideology | Slavoj Zizek |
| 14 | Advertising Discourse, Analyzing Ad Examples | M. Holbrook; E. Hirshcman, “The Semiotics of Consumption” Ch.2, 61-147 Guy Cook, “The Discourse of Advertising” |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks |
|
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
20
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques |
1
|
10
|
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
-
|
-
|
| Project |
-
|
-
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
2
|
28
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
1
|
18
|
18
|
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
-
|
-
|
0
|
| Project |
-
|
-
|
0
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
24
|
24
|
| Final Exam |
1
|
32
|
32
|
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically discuss and interpret the theories, concepts and ideas that form the basis of the discipline of new media and communication. |
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| 2 | To be able to critically interpret theoretical debates concerning the relations between the forms, agents, and factors that play a role in the field of new media and communication. |
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| 3 | To have the fundamental knowledge and ability to use the technical equipment and software programs required by the new media production processes. |
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| 4 | To be able to gather, scrutinize and scientifically investigate data in the processes of production and distribution. |
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| 5 | To be able to use the acquired theoretical knowledge in practice. |
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| 6 | To be able to take responsibility both individually and as a member of a group to develop solutions to problems encountered in the field of new media and communication. |
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| 7 | To be informed about national, regional, and global issues and problems; to be able to generate problem-solving methods depending on the quality of evidence and research, and to acquire the ability to report the conclusions of those methods to the public. |
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| 8 | To be able to critically discuss and draw on theories, concepts and ideas that form the basis of other disciplines complementing the field of new media and communication studies. |
X | ||||
| 9 | To be able to develop and use knowledge and skills towards personal and social goals in a lifelong process. |
X | ||||
| 10 | To be able to apply social, scientific and professional ethical values in the field of new media and communication. |
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| 11 | To be able to collect datain the areas of new media and communication and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). |
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| 12 | To be able to speak a second foreign language at a medium level of fluency efficiently. |
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| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
NEWS |ALL NEWS
‘Media’ Summit at Izmir University of Economics
International Press Institute (IPI) organized a symposium on ‘Economy and Financial Sustainability of Media’ hosted by Izmir University of Economics (IUE).
Received a special invitation from the USA for the Italian director's documentary
Dr. Alper Gedik, Lecturer at Department of New Media and Communication, Izmir University of Economics (IUE), went to the USA to introduce
Laura Aymerich-Franch visited our department
Laura Aymerich-Franch who is currently a senior research fellow at Pompeu Fabra University (Barcelona) was a visiting scholar in the Department of
Women and the Media in the Middle East
Assoc. Prof. Dr. Nahed Eltantawy, who will be visiting the Media and Communication Department as a part of the Fulbright Specialist Program,
A Partnership Agreement between the Department of Media and Communication and Izmir Journalists Association
“Local Media in Izmir”, a panel organized by the Department of Media and Communication, Izmir University of Economics, was held on Thursday
YAYINCILIKTA TELİF HAKLARI İEÜ’DE TARTIŞILDI
İzmir Ekonomi Üniversitesi, “Radyo Televizyon Yayıncılığı ve Telif” konferans ve sergisine ev sahipliği yaptı. İEU İletişim Fakültesi Dekanı Prof. Dr. Ebru Uzunoğlu’nun
