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Presentation
Presentation
The Semiotics Curricular Unit provides tools to analyse and understand images at a semiotic level, which is considered central to the field of Communication Design, as it deals with the production of images with intentions, purposes, and functions, and as such, these are composed of signs and meanings. Recognizing the image as a fundamental means of communication, language, and signification, this CU explores its semiotic analysis. In this context, the curricular unit presents the theory of Semiotics, related to the various spheres in which it operates, from the fields of Visual Culture, Arts, and Rhetoric, exploring different approaches to the reading and interpretation of images. It dwells on the advertisement and product images, with focus on Communication Design, but also on pictorial images, the artistic ones, as well as photojournalism.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULP729-101
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. The Image and its Analysis - The Image. - The Image and Communication Design. - Introduction to Image Analysis, with Martin Joly. - Iconology and Iconography, with Erwin Panofsky. 2. Semiotics and Semiology - From Semiology to Semiotics: between Saussure and Peirce. - The Image as a Sign. - The Rhetoric of the Image, based on Roland Barthes. - 3. Design and Semiotics - The meaning of colours. - The Image in Advertising. - The Image as a communication tool.
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Objectives
Objectives
The CU provides tools for semiotic analysis, observation, reading, and interpretation of image through signs and meanings, with the aim knowing how to analyse images and, even more, of applying the same principles for the creation of images. Theoretical concepts and frameworks are provided that allow one to solidify analytical and critical thinking within the framework of contemporary image creation. It should be recognised the role of Semiotics and this type of image analysis in the field of Communication Design. Finally, it aims to contribute to the recognition of the place and importance of how images operate, especially as a means of communication in the contemporary visual culture, which is articulated with the arts and the prevalent consumer society.
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Teaching methodologies
Teaching methodologies
The course's main methodologies involve presenting theory through texts, content, and other educational materials, and its practical application. In this context, various image analysis exercises are conducted. In this way, the course fosters epistemological learning and knowledge and encourages students' practical work, contributing to their autonomy and academic development.
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References
References
Attfield, J. (2000) The Material Culture of Everyday life. Bloomsbury. Barthes, R. (1964) Elementos de Semiologia. Éditions du Seuil Barthes, R. (1977). The Rhetoric of the Image. Craw, D. (2007) An Introduction to Semiotics in the Visual Arts. Dan, T. (2008). The Pragmatics of Material Intraction. Lancaster University. Foucault, M. (1966). As Palavras e as coisas, Uma Arqueologia das Ciências Humanas Panofsky, E. (1955). Meaning in the Visual Arts. SKAGGS, Steven. (2019) The Semiotics of Visual Identity: Logos. SKAGGS, Steven. (2002). Semiotics in Graphic Design.
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Assessment
Assessment
A avaliação compõe-se por três elementos:
- um trabalho de grupo (35%): apresentação PowerPoint; análise de uma imagem, a nível semiótico, primeiro recorrendo a Saussure e, num segundo momento, a Peirce; submissão no Moodle até ao final do dia 10 de abril e apresentação com questionamento em aula, no dia 13 de abril, com presença e participação obrigatória para todos os elementos do grupo;
- um trabalho individual (50%): trabalho escrito sobre o cruzamento entre a Semiótica e o Design, sobre o lugar da disciplina de análise da imagem no trabalho do designer, apoiado pela respetiva bibliografia, submetido no Moodle até ao final do dia 25 de maio;
- avaliação contínua (15%), sustentada em participação pertinente, capacidades demonstradas e na participação nos exercícios em sala de aula.
Os trabalhos devem ser originais, produzidos especificamente para esta UC.
A entrega de trabalhos além do prazo estipulado só será autorizada em casos excepcionais e justificados e implica uma penalização de 25% na classificação do trabalho se entregue até 24h após o prazo indicado e de 50% na classificação do trabalho se entregue entre 24h e 72h após o prazo; não serão aceites trabalhos entregues com atraso superior a 72h.
A avaliação de época de recurso e época especial consiste em trabalho idêntico ao trabalho individual, com prazo de submissão até ao final do respetivo dia.
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Mobility
Mobility
No
