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Module Title
Visual Culture and Design

advertising and marketing communication; design and build; digital media; hegemony; ideology and appropriation; interpellation; intertextuality; modernism; realism; visual literacy

SCQF Points30
ECTS Points15
CreatedMarch 2006
ApprovedAugust 2010
AmendedAugust 2012
Version No.2

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to SCQF 7 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

To introduce students to a range of design and production techniques in addition to an introduction to key theoretical frameworks, themes and issues arising in the study of Visual Culture.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Outline the assumptions, production values and commercial goals that characterise contemporary visual culture.
2. Discuss artifacts of visual culture with appropriate reference to key aesthetic and cultural theories.
3. Effectively plan, demonstrate and test a range of communication design approaches.
4. Discuss and demonstrate a wide range of inter-related techniques through the use of industry-standard software.

Indicative Module Content

Art; advertising; film; image-editing; digital photography; the communication process; realism and modernism in the visual arts; advent and development of chemical and mechanical arts and critical responses to these (typography, photography, film and television); intertextuality and adaptation; irony and juxtaposition; hegemony; ways of seeing and issues of identity and representation; visual culture in the digital era; the globalisation of visual cultures; multimedia tools and technologies;

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Directed Reading/Viewing
Field Trips

Private Study

Private Reading/Viewing

Mode of Delivery

Lectures, tutorials, directed reading, screenings and field trips.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2
Component 2 3,4

Component 2: Design Portfolio

Component 1: Essay

Indicative Bibliography

1.BARTHES, R., 1993. Mythologies. London: Vintage.
2.BERGER, J., 2008. Ways of seeing. Harmondsworth: Penguin/BBC.
3.GOMBRICH, E.H., 1995. The story of art. London: Phaidon Press.
4.MCLOUGHLIN, L., 2000. The language of magazines. London: Routledge. ebook
5.PHILLIPS, W. H., 2005. Film: an introduction. 3rd ed. Basingstoke: Palgrave.
6.STOREY, J., 2015. Cultural theory and popular culture. 7th ed. London: Prentice-Hall. ebook
7.STURKEN, M. and CARTWRIGHT, L., 2009. Practices of looking. 2nd ed. Oxford: Oxford University Press.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781