FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
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
|
Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| 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 |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| 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 interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
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| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
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| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
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| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
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| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
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| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
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| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
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| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
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| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
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| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
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| 11 | To be able to collect data in the areas of Public Relations and Advertising 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 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. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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