Visual Communication, 7.5 credits

Learning outcomes

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.

Content

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.

Examinations and grades

Examination I, 7.5 credits (Code: A001)
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Examination II (Code: A002)
Grades used are Participated (DT).

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 determine which grading system is to be used. The grade must be determined by a teacher specifically nominated by the university (the examiner).

In accordance with university regulations on grading systems for first and second-cycle courses and study programmes (Vice-Chancellor’s decision ORU 2018/00929), one of the following grades is to be used: fail (U), pass (G) or pass with distinction (VG). For courses included in an international master’s programme (60 or 120 credits) or offered to the university’s incoming exchange students, the A to F grading scale is to be used. The vice-chancellor, or a person appointed by them, may decide on exceptions from this provision for a specific course, if there are special grounds for doing so.

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

Comments on grades

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.

Modes of assessment

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

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

Comments on modes of assessment
Examination deadline
An examination shall be carried out at the time decided by the university. If an examination, which involves that the student can do the assignment in another place than in the university's premises (for example take-home examination), can not be submitted on time, the examiner decides how the examination shall be handled.

Supplementary assignments for a passing grade
The examiner may decide that a student who has not received a passing grade on the examination may submit supplementary assignments instead of taking a re-examination. Supplementary assignments must be carried out according to the teacher’s instructions and submitted to the teacher 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.

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

For further information, see the university's local examination regulations.

Specific entry requirements

General entry requirements for university studies.

For further information, see the university's admission regulations.

Other provisions

The course is given in English.

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.

Reading list and other learning resources

Required Reading

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

Additions and Comments
Includes articles of 200 pages.