Module Title:Visual Culture
Language of Instruction:English
Credits: 5
NFQ Level:6
Module Delivered In 2 programme(s)
Teaching & Learning Strategies: A combination of lectures, screenings and workshops will be used. Particular emphasis will be placed on project based active learning to understand and enhance visual literacy.
Module Aim: The aim of this module is to introduce students to the discipline of visual culture through key examples and definitions and to give students the grounding in the skills and strategies used in the visual world in to order to offer informed historical, economic and cultural analysis.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Demonstrate knowledge of key concepts, theories and methodologies that have informed contemporary visual culture.
LO2 Apply a range of skills and strategies of visual analysis in a variety of practical contexts and exercise discernment in such skills and application
LO3 Compare and contrast skills and strategies of visual literacy with comparable forms of historical and cultural analysis.
LO4 To understand and analyse economic practices in visual culture and relate these to their audiences and markets.
LO5 Reflect on and evaluate the quality of his/her own learning and achievements in the discipline of visual culture
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Historical context for contemporary visual culture.
A brief history of art, design and contemporary media culture
Introduction to Media theory
An examination of the main theoretical concepts underpinning visual culture.
Visual literacy and qualities of design
Understanding the qualities of emotive design and visual structure
Economies of culture
The business of the visual industries with particular emphasis on film and television.
Visual Practice
The practice of selling, telling and generating meaning in the visual world.
Assessment Breakdown%
Continuous Assessment70.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay An illustrated essay looking at key theoretical and cultural concepts in visual culture 1,2,3,5 25.00 n/a
Case Studies A case study looking at iconic visual campaigns and how they generate meaning to audiences. 1,2,4,5 25.00 n/a
Practical/Skills Evaluation Ongoing practical exercises examining the application of theoretical concepts into everyday visual culture 1,2,4 20.00 n/a
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project This will be a practically based assessment examining all the learning outcomes for the module 1,2,3,4,5 30.00 n/a
No Practical
No End of Module Formal Examination

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.00
Independent Learning Every Week 1.00
Practicals Every Week 1.00
Total Hours 3.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_EETVM_D Bachelor of Science in TV and Media Production 1 Mandatory
CW_EETVM_B Bachelor of Science(Honours) in TV and Media Production 1 Mandatory