Credit Points: 15
Study Time: 150 Hours

This unit introduces you to the concepts and contexts of visual culture so that you may position your specialist study. It develops your knowledge and understanding of what visual culture is through the consideration of key international historical and contemporary practical examples and theoretical explanations and interpretations. You will explore the characteristics and meanings of visual culture; its roles, locations, resources and references. You will research, discuss and debate examples of visual culture within relevant social, cultural, historical, technological and economic contexts. This unit will introduce you to key ideas, approaches and activities that relate to visual culture and you will develop knowledge and understanding of, and the ability to use, the language and approaches that are used to define, decode and decipher how we communicate and read and judge the visual across a variety of contexts.

This unit will introduce you to graphic design and it will position, profile and investigate graphic design, both historically and contemporary, within the wider context of visual culture. Through a variety of learning activities this unit will develop your knowledge and understanding of how, why and where graphic design exists and how it relates to culture and society through exploration and investigation of international examples. It will encourage you to be creative in your thinking and doing.

Thus this unit introduces you to the relationship between theory and practice within your subject specialism of graphic design so that you may be an informed and confident reflective practitioner with a knowledge, understanding and an ability to use, and work with, relevant critical and theoretical frameworks in your studies. This unit underpins and links with all other units in your course and provides a strong foundation for your studies. It will develop your research and study skills, in particular your use of primary and secondary sources, and your ability to use academic protocols successfully; e.g. referencing, bibliography. Emphasis is placed upon the importance of independent study and critical & creative thinking and the acquisition and application of skills in research, analysis, criticism and communication that will support and extend your design practice.

In this unit you will become an active learner, working both independently and collaboratively. You will develop an awareness and understanding of the related key themes and issues that are important to your work within graphic design and beyond.

Outline Syllabus
An indicative guide to the content covered in this unit. 

1. The concepts and contexts of visual culture – decoding visual culture Notions of creativity – lateral thinking, critical thinking, listening and doing.
2. Communication methods and skills: including verbal/non verbal and written. Defining Graphic design; it's roles, responsibilities and contributions within culture and society. 
3. Exploration of the different areas, approaches and contexts of graphic design including:

• Propaganda, advertising, corporate identity, publications, screen-based, branding and corporate identity, packaging etc. 
• Investigation of historical and contemporary practice within your specialism – the development and changing roles of graphic design.
• Introduction to the language of visual culture and design: role of critical theories, concepts, critical theories including semiotics, marketing, aesthetic judgement.
• Introduction to research and study skills, including note taking, essay and report writing, academic referencing, learning styles, time management, team work, presentations and research methodologies.

Method of Delivery
Workshops, seminars, research, lectures, group and individual tutorials, educational visits, independent study as appropriate.

Aims

A1 To introduce you to the major themes and issues, concepts and contexts, relating to your subject specialism and wider contexts. To deepen your knowledge and understanding and successful application of critical theory.
A2 To develop your research and communication skills; in written and verbal /NVC forms.
A3 To develop your critical and analytical skills and to enable you to evaluate and reflect on your own progress.
A4 To develop your skills in working individually and within a team. 
A5 To develop your ability to reference sources using correct academic protocols.

Learning Outcomes
On completion of this unit you will be able to:

LO1 Demonstrate an understanding of the major themes and issues as related to your subject specialism.
LO2 Reference sources using correct academic protocols.
LO3 Communicate critically and analytically relevant information and ideas in written and verbal forms.
LO4 Evaluate and reflect on your own learning achievements.
LO5 Evidence the ability to work independently and collaboratively.

Reference Material

Key
These sources are identified as essential reading to help your studies.

Baldwin, J. and Roberts, L. (2006). Visual communication from theory to practice. Lausanne, Switzerland: AVA publishing SA.
Clarke, M. (2007). Verbalising the Visual. Lausanne, Switzerland: AVA publishing SA.
Cottrell, S. (2006). The Study Stick 512MB. Palgrave.
Crow, D. (2003). Visible Signs. Lausanne, Switzerland: AVA publishing SA.
Mirzoeff, N. (2005). Introduction to Visual Culture. Routledge.

Recommended
These sources are identified as recommended reading; sources that will help your studies further.

AIGA (American Institute of Graphic Arts)
Baran, S. J. (2004). Introduction to mass communication: Media, literacy and culture. 3rd edition. McGrawHill.
Baxter, L., Hughes, C., and Tight, M. (2002). How to research. Milton Keynes: Open University Press.
Heller, S. (2002). The Graphic Design Reader. New York: The Allworth Press.
Noble, I. and Bestley, R. (2005). Visual Research: An Introduction to Research Methodologies in Graphic Design. AVA Academia S.