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Course Objective:

This subject discusses a range of literature which explores the importance of the visual to contemporary societies and offers a broad analytical framework for understanding how images have social effects. Suggest some criteria for a critical approach to visual materials.


Course Outcome

At the end of the course, learners will be able to:

CO1: Respond verbally and in writing to questions regarding history, design and significance.

CO2: Interpret motivation and societal forces behind the process of meaning making.

CO3: Visually recognize the psychology of human characteristics in terms of social subjectivity.

CO4: Understanding the post modern and post colonial visual text approaches.

CO5: Knowing the visual texts approach made in terms with Marxists ideologies.


Unit: I    Visual messages and meanings 12                                                                                                                                                                                                    

The six perceptions of visual message: Personal, Historical, Technical, Ethical, Cultural Critical perspectives. Semiotic Analysis – Aspects of sign and symbols.

Unit: II    Marxist Approach                                                                                                  

Basic concepts of Marxist social Analysis –  Class nature of media – Marxist approach to media

Texts – Hegemony –  Althusser’s Ideology –  Base and super structure

Unit: III    Theory of semiotics and visuality

The sign and the meaning making processes. Way of describing signs. Paradigmatic and

syntagmatic aspects of sign.Signs and codes, referent systems and mythologies.Slippery

signs.Audience and Interpretation.

Unit: IV   Psychology of human characteristics in terms of social subjectivity                                                                                                                                                                                            

Psychological and visuality.Subjectivity, Sexuality and the unconscious.The castration complex

and visual pleasure.Phallocentrism.Voyeurism.Lancanian gazes: other ways of seeing – Laura

Mulvey and visual pleasure.

Unit: V Feminism and its approach to visual medium                                                                                                                                                                                                                               

Feminist approaches to visuals. Women and representation.Stereotyping.Gender discrimination.

Post Modernism and visual analysis. Application of visual analysis tools to different media texts.


Total: 60 Hrs