MODULE INFORMATION
BA (Hons) Visual Communication
SECTION 1 GENERAL
COURSE
MODULE CODE AND TITLE
LEVEL
CREDIT VALUE
MODULE LEADER
MODULE BRIEFING DATE
FORMATIVE FEEDBACK
SUBMISSION DATE & TIME
(INCL. WINDOW IF APPLICABLE)
PRESENTATIONS/PERFORMANCES
RETURN OF MARKS AND FEEDBACK
MODULE SPECIFICATION
MODULE OVERVIEW
BA Hons. Visual Communications
LAUVC501 Visual Literacy
5
60
Sharon Hooper
01/10/2019
12/11/2019
Your work must be submitted for assessment on: 09/01/2020
12:30-14:00
In accordance with the University regulations, submissions
made after the above deadline will incur a penalty of 10
marks up to maximum of 24 hours. Submissions that are
received later than 24 hours will receive a mark of 0.
Assessed presentations/performances will take place on:
N/A
Failure to attend or late attendance for a scheduled
presentation or performance will be subject to the relevant
Academic Regulations.
You can expect to receive your Summative Feedback on your
work by: 06/02/2020
All marks are provisional and subject to confirmation by the
Final Examination & Progression Board.
You can find the Module Specification for LAUVC501 here
You can find the Module Overview for LAUVC501 here
SECTION 2 ABOUT THIS MODULE
ABOUT THIS MODULE

The aims, content and teaching and learning strategy of this module are detailed on the Module
Specification (see link in Section 1).
The sequence of module teaching and learning activities is listed in the Module Overview (see link in
Section 1).
During this module, you will extend your visual communication skills through a process of technical
skills development and public engagement.

This module will enable you to develop and deepen your practical and technical skills in one or more
practice areas, as defined by you and in negotiation with your module leader. These are likely to be
within the fields of: illustration; photography; moving image: graphic design. Sessions led by workshop
technicians and tutors relevant to your specialism will assist you in your learning, but a significant
amount of self-initiated learning is also expected.

During this module, you have the opportunity to accumulate skills and apply them to a resolved piece
of work suitable for public event or exhibition. You will work in teams with your peers to create and
plan this collaborative external event, drawing on module teaching on subjects such as curatorial
practice and public engagement.

MODULE EXPECTATIONS

Expectations for your learning on this module are detailed on the Module Specification (see link in
Section 1).
Your submitted portfolio of work will be evaluated against these expectations, using the assessment
fields: presentation, process, idea, documentation and technical (see Section 3).
SECTION 3 ASSESSMENT
ASSESSMENT

The performance of your learning will be evaluated by your production of a portfolio of practical work
which includes resolved visual work and creative outcomes from the taught sessions undertaken as part
of the brief, with any investigations, transcripts, research studies, test pieces and independent study
you have undertaken in support of this. Final outcomes presented in group public-engagement events
(such as an exhibition or book launch) and group documentation of this will also be included, along
with a written individual evaluation of no more than 800 words. Your submission will be evaluated
through the Presentation, Process, Idea, Documentation & Technical fields.

MODULE BRIEF

In this module Visual Literacy is defined as the ability to evaluate, apply, or create meaningful visual
representations.
This requires both strong technical and conceptual skills to allow you to communicate effectively with
an audience.
During this module, you are required to produce a body of work which demonstrates learning in one or
more chosen skills areas as negotiated with your module leader. This learning should comprise of
materials, processes, techniques and language of your chosen area of practice and culminate in a
resolved piece of work. This outcome will be included in a public event as created by you and a group
of peers. With your peer group, you will document the event and rationalise it afterwards to produce a
publication.

Skills Learning: Consider your own practice and choose a particular set of technical/visual skills to
focus on and develop further. This will be the key area of study for the first few weeks and will
continue throughout the module. Through a combination of workshop sessions and independent study
you will undertake learning of practical and technical skills, and engage with relevant materials,
processes and technology. With tutor support and the module structure to guide you, you will plan and
manage your learning. You should undertake research into other relevant practitioners and use this to
help frame your practical investigation and skills acquisitions within contemporary practice.

Group Public Event: In small peer groups (5-8 people), work collaboratively to design, plan and hold a
public event that will attract an audience and engage them with creative outcomes produced by group
members. You will work on this throughout the module and it will provide a focus for both your skills
learning and individual creative outcome.

Individual Creative Outcome: Apply your skills acquisitions to produce a final creative outcome to be
included in your group public event. This outcome should demonstrate applied learning of your chosen
skillset as well as adhere to the theme and ethos of the group event.

Group Publication: Document your event and audience response to it. Produce an outcome that
records and celebrates this. This outcome should communicate the event so that you might share it
with others in the future. It could take the form of a report, a catalogue, a film or other form, as
negotiated with module leader.

Individual Evaluation: In no more than 800 words, you are required to reflect on and evaluate: your
skills learning and creative outcomes; your group public event and its documentation/publication; your
self-management of independent learning; your experience and involvement with peer collaboration as
well as articulate your role and responsibilities in the group. This evaluation could be a text in various
forms such as an illustrated document or a piece of moving image.
Submission Guidance
All work should be submitted in one or more sturdy containers. Minimum size should be a sturdy A4
plastic folder. More than one container can be submitted if necessary, but please number them. All
containers should be clearly labelled with your name. Type up and print out an A4 “Contents List”
showing the contents of your submission - this should list the full contents of your portfolio and be
stuck firmly to the outside of the main container. Digital files should be in generic formats: PDF, Jpeg,
MP4 etc. and should be submitted on a USB Stick, SD Card or Portable Hard Drive – drives will be
returned after assessment is completed.

SUBMISSION REQUIREMENTS METHOD OF SUBMISSION

A portfolio of practical work which includes resolved visual
1 Your portfolio of physical
work and creative outcomes from the taught sessions and
and/or digital work will be
independent study undertaken as part of the brief, with any
submitted to HE Admin
investigations, transcripts, research studies, test pieces you
staff in the Visual
have undertaken in support of this. This would typically include
Communication studio.
evidence of skills learnt during skills workshops, and evidence of
your contribution to a collaborative public event with peers and
its documentation for publication.

2 Individual evaluation of no more than 800 words Uploaded to eStudio

submission area

ASSESSMENT FIELDS AND WEIGHTINGS

FIELD DESCRIPTION WEIGHTING

Presentation That which is seen by exhibition, portfolio, transcript, performance, 20%

relevant to tasks set.

Process Evidence of the learning journey through method in haptic, physical 20%
practice based and textual applications.

Idea Thought, concept or aim relevant to task, student centred and with 10%
clarity of vision.

Documentation That which evidences the students’ journey in and through research, 20%
technical experimentation, and/or creative endeavour. Could include:
data; reflection; analysis; planning.

Technical Quality and/or utility of the technical features employed; 30%

demonstration of skill/competence in media relevant to task.

INDICATIVE READING AND ADDITIONAL TEXTS/RESOURCES

Anderson, J. 2012. Shooting Movies without shooting yourself in the foot. Focal press

D’Arcy Hughes, A. & Vernon-Morris, H. 2008. Printmaking: Traditional & Contemporary Techniques.
Rotovision

Bhaskar, M. 2016. Curation: the power of selection in a world of excess. Piatkus

Bishop, C. 2012. Artificial Hells: Participatory Art and the Politics of Spectatorship. Verso

Lefteri, C. 2006. Materials for Inspirational Design. Rotovision

Locker, P. 2011. Exhibition Design. AVA Publishing

McKenna-Cress, P. & Kamien, J. 2013. Creating Exhibitions: Collaboration in the Planning,
Development, and Design of Innovative Experiences. John Wiley & Sons
Nelson, H. & Stolterman, E. 2014. The Design Way. MIT Press; 2nd Revised Edition

Rose, G. 2016. Visual Methodologies: An Introduction to Interpreting Visual Materials. Sage

Samara, T. 2002. Making & Breaking the Grid. Rockport Publishers

Webb, J. 2005. Creative Vision: Digital and Traditional Methods for Inspiring Innovative Photography.
AVA Publishing
On Curating. Zurich University of the Arts. http://www.on-curating.org/issues.html
(esp. see issues 41 and 24)

ADDITIONAL INFORMATION
Light Night Leeds 2019: https://whatson.leeds.gov.uk/lightnight

It will be suggested that you attend events at Light Night, ideally in small groups as organised by you, to support
studio tasks associated with this brief. You may look at the programme and plan your visit using this website.