27322 - Analysis of Visual Communication (1)

Learning outcomes

This module is designed to introduce students to the principles and methods of visual communication analysis (photos, news, visual brand strategies, visual identities).

Course contents

The aim of this module will be to bring students to a good level of theoretical awareness of deep transformations taking place in visual culture, particularly in the ways of seeing, in the images circulation, in screens spreading, and in social relations mediated by images.

One goal of the module is to equip students to analyse and evaluate the various visual communication forms, and to provide them with an anaytical training.

First part will be devoted to provide an overall look on visual culture, together with basic analytical and methodological notions.

Second part will have the aim to deepen specific aspects of visual communication, presenting a varied path, where students can express an individual choice, selecting between:

• Contemporary Photographic Practices
• Visual Strategies and Fashion Film
• Visual Identities and Contemporary Icons
  
  

 

 

 

 

Readings/Bibliography

First part includes the following mandatory readings:

Barbieri, Daniele (2011), Guardare e leggere. La comunicazione visiva, dalla pittura alla tipografia, Roma, Carocci (chapters 1 and 2)

Mangano, Dario (2018), Che cos'è la semiotica della fotografia, Roma, Carocci (except chapter 1).

Mirzoeff, Nicholas (2009), An Introduction to Visual Culture, Routledge, (introduction + chapters 2 and 7).

 

Second part provides for a mandatory choice of only one between the following paths (they will all however be dealt during the classes):

 

• Photography:

Fontcuberta, Joan (2018), La furia delle immagini: note sulla postfotografia, Torino, Einaudi (except chapters VI-VIII-X, and from XIII to XVII).

  

• Fashion Film:

Marrone, Gianfranco (2007), Il discorso di marca: modelli semiotici per il branding, Roma, GLF editori, Laterza (chapter 4 - pp. 152-196; chapter 5 - pp. 255 - 284).

Spaziante, Lucio (2019), Fashion Film: un formato audiovisivo tra pubblicità, videoclip e videoarte (handouts available online).

 

• Icons:

Spaziante, Lucio (2016), Icone pop. Identità e apparenze, tra semiotica e musica, Bruno Mondadori, Milano (except chapters 5 and 8).

 

 

 

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Recommended readings

Berger, John (1977), Ways of Seeing: based on the BBC television series, London, British Broadcasting Corporation; Harmondswoth, Penguin Books (specifically designed for foreign students:Erasmus, Overseas, Brown, etc.).

Gunthert, André (2016), L’immagine condivisa. La fotografia digitale, Roma, Contrasto.

Mirzoeff, Nicholas (2017), Come vedere il mondo. Un’introduzione alle immagini: dall’autoritratto al selfie, dalle mappe ai film (e altro ancora), Monza, Johan & Levi Editore.

Mitchell W. J. T. (2017), Pictorial turn: saggi di cultura visuale, Milano, Raffaello Cortina.

Pinotti, Andrea, Somaini, Antonio (2016), Cultura visuale: immagini, sguardi, media, dispositivi, Torino, Einaudi.

Sturken, Marita, Cartwright, Lisa (2018), Practices of Looking: An Introduction to Visual Culture,New York, Oxford UP - only Third edition (specifically designed for foreign students:Erasmus, Overseas, Brown, etc.).

 

Teaching methods

Teachings will take place with three lectures per week, possibly with collective readings.

Students are strongly suggested to attend classes, in order to encourage active participation in the course.

Assessment methods

Students will be tested with an in-class writing unseen examination placed in a computer room, with questions concerning contents of the whole module.

The written test (in the computer lab) is based on the contents of all compulsory books, consisting of some questions (mainly with closed answer, and a small number with open answer) relating to both the first and the second part of the module.

At the beginning of the test, students must choose the single path of the second part (Photography-Fashion-Icons) to which they intend to answer.

The ability to argue in a critical, in-depth and original way - reporting citations of names and definitions - together with the possession of an expressive mastery, which also demonstrates the learning of a specific language, will be evaluated with votes of excellence (28 / 30L).

The mechanical and / or mnemonic knowledge of the subject, combined with poorly developed synthesis and analysis skills, and / or an incorrect use of the specific language, will lead to discrete evaluations (24/27).
Obvious training gaps and / or inappropriate language - while showing a minimal set of knowledge of the exam material - will lead to grades that, depending on the case, will exceed the sufficiency, or slightly more (18/24).
Training gaps, inappropriate language, lack of orientation within the bibliographic materials offered during the course, inability to argue, will be evaluated below the sufficiency.

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Optionally, there is a chance to integrate the vote of the written test with an interview, eventually completed by a paper.

Teaching tools

Lectures will take advantage of multimedia equipment available in classrooms for listening and viewing useful tools.

Office hours

See the website of Lucio Spaziante