Visual Communication, 7.5 credits

Aims and objectives

General aims for first cycle education

First-cycle courses and study programmes shall develop:

• the ability of students to make independent and critical assessments
• the ability of students to identify, formulate and solve problems autonomously, and
• the preparedness of students to deal with changes in working life.

In addition to knowledge and skills in their field of study, students shall develop the ability to:

• gather and interpret information at a scholarly level
• stay abreast of the development of knowledge, and
• communicate their knowledge to others, including those who lack specialist knowledge in the field.

(Higher Education Act, Chapter 1, Section 8)

Course objectives

Knowledge and Understanding
After completed studies, the student shall have basic

• knowledge about relevant theories in the field of multimodal analysis and visual communication,
• knowledge about central concepts and tools that are relevant for multimodal analysis, and
• understanding about the applicability of central tools in multimodal analysis on different texts.

Skills and Abilities
After completed studies, the student shall be able to

• perform basic multimodal analyses on different kinds of visual communication,
• critically assess analyses that draw on multimodal theories, and
• account for the applicability of different multimodal analytical tools in relation to various forms of visual communication.

Judgement and Values
After completed studies, the student shall be able to

• contextualize theories and models in a broader media and communication perspective,
• describe and account for different concepts and tools that are used in multimodal analysis, and
• link knowledge about multimodal analysis and visual communication to other forms of usage for example from a professional point of view.

Main content of the course

This course explores a set of approaches to visual communication, called 'multimodality', which allow us to understand and analyze visual communication in terms of form and function. We look at a number of these in turn and analyze a range of different media forms such as webpages, food packaging, branding, political communication, etc. in order to analyze how they communicate ideas, attitudes and values appropriate to target groups. In each lecture students will be introduced to one set of tools and will be expected to search for and analyze their own examples in seminars.

Teaching methods

Teaching may be conducted in the form of lectures, workshops or seminars.

Students who have been admitted to and registered on a course have the right to receive tuition and/or supervision for the duration of the time period specified for the particular course to which they were accepted (see, the university's admission regulations (in Swedish)). After that, the right to receive tuition and/or supervision expires.

Examination methods

Examination I, 7.5 credits (Code: A001)
Written memorandum.

Examination II (Code: A002)
Compulsory component in the form of participation in seminars.

For students with a documented disability, the university may approve applications for adapted or other forms of examinations.

For further information, see the university's local examination regulations (in Swedish).

Comments on examination methods

Examination deadline
If the deadline for the examination is exceeded, the examiner will decide how the examination should be conducted and, when applicable, set the timeframe for it.

Supplementary assignments for a passing grade
The examiner may decide that a student who has not received a passing grade for the course may submit supplementary assignments instead of taking a re-examination. Supplementary assignments should be submitted to the lecturer within one week after the student is notified of the failing grade.

Absence from compulsory components of the course
Upon absence from compulsory components, the university’s general rules for re-examination apply. If there are special reasons to deviate from the time frame, the examiner decides when the compulsory component should be carried out. However, the examiner can decide that a make-up assignment should be given.

Grades

According to the Higher Education Ordinance, Chapter 6, Section 18, a grade is to be awarded on the completion of a course, unless otherwise prescribed by the university. The university may prescribe which grading system shall apply. The grade is to be determined by a teacher specifically appointed by the university (an examiner).

According to regulations on grading systems for first- and second-cycle education (vice-chancellor's decision 2019-01-15, ORU 2019/00107), one of the following grades is to be used: fail, pass, or pass with distinction. The vice-chancellor or a person appointed by the vice-chancellor may decide on exceptions from this provision for a specific course, if there are special reasons.

Grades used on course are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Examination I
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Examination II
Grades used are Participated (DT).

For further information, see the university's local examination regulations (in Swedish).

Comments on grades

On 13 November 2018, the Vice Chancellor admitted an exception from the U-G-VG grading scale in favour of the A-F grading scale. From the autumn semester 2019, the A-F grading scale may be applied on international courses and study programmes (ORU 2018/06084).

The final course grade is based on the grade of the examination "Examination I", 7,5 credits. However, Participated (DT) on all other examinations are required for a passing grade to be awarded for the full course.

Specific entry requirements

General entry requirements.

For further information, see the university's admission regulations (in Swedish).

Transfer of credits for previous studies

Students who have previously completed higher education or other activities are, in accordance with the Higher Education Ordinance, entitled to have these credited towards the current programme, providing that the previous studies or activities meet certain criteria.

For further information, see the university's local credit transfer regulations (in Swedish).

Other provisions

The course is given in English.

Transitional provisions

Should the course undergo changes to such an extent that it is not possible to examine the student in accordance with this course syllabus, opportunities for special examination sessions will be provided in accordance with the university's local guidelines. If this occurs, the university will inform the students involved.

Reading list and other teaching materials

Required Reading

Machin, David (2007)
Introduction to Multimodal Analysis
London: Arnold

Additions and Comments
Includes articles of 200 pages.