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Communication Theory
Major: Environment Design
Code of subject: 6.022.03.O.034
Credits: 3.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor
Semester: 6 семестр
Mode of study: денна
Завдання: 1. understanding of general cultural contexts, various spheres of human activity and mass art as a space of various forms of verbal and non-verbal communication;
2. familiarization with the theoretical and methodological specifics of the functioning of various forms of communication;
3. methods of pragmatic and semantic analysis of examples of verbal and non-verbal communication and their functioning in the cultural space;
4. types of mass communication and forms of their visualizations in graphic design;
5. consideration of visual communications, in the subject-spatial environment of polygraphy and multimedia spaces;
6. regularities and specifics of composing and sending a visual message code to the recipient
7. semantic, compositional, form-creating and coloristic principles of formation of graphic and object-spatial systems of visual communication;
8. assimilation of artistic design techniques in the visual-graphic, subject and multimedia spheres, based on the main theoretical models of communications (stages, stages);
9. the main theoretical and practical principles of a complex semantic, functional, constructive and ergonomic solution of sign-image systems of visual communication.
10. The meaning of metaphor, hyperbole, metonymy in the artistic communication of graphic and multimedia design products.
Learning outcomes: Know the types of communication that are realized through verbal and nonverbal information forms in order to effectively transmit and receive information. Understand the semantic methodology of classification of sign-image communication system and its expression in the design of visual communications in the compositional construction of the image. To find out the peculiarities of the significance of the phenomenon of mass communications in the development of material culture. Consider the communicative characteristics of design objects. Trace the patterns of formation, in the context of graphic and environment design, signs of visual communication, identification and navigation. Identify patterns of influence of artistic design on the environment of graphic and subject-spatial systems. Identify the mechanisms of influence of the factor of visual communication on the formation of the design of the subject environment. Understand the visual-communicative and artistic-compositional features of the formation of graphic design objects and environmental design. Know the specifics of visual communication channels, the advantages, disadvantages of information barriers and the main types of design that provide effective social communication. To be able to comprehensively comprehend and form a design that reaches the contact of the addressee by means of visual communication. To form a sign, figurative and symbolic system that is optimally adapted to multimedia, printing and advertising communication channels.
Results of training in a professional direction. Unit 2: Design of visual communications. Program learning outcomes. PRN2. To communicate freely in national and foreign languages orally and in writing on professional matters, to form various types of professional documents in accordance with the requirements of the culture of oral and written communication.
PRN3. Collect and analyze information to justify a design project, apply design theory and methodology, professional terminology (according to professional direction), the basics of scientific research.
PRN14. To use manifestations of Ukrainian mentality, historical memory, national self-identification and creative self-expression in professional activities; apply historical creative experience, as well as successful Ukrainian and foreign artistic practices.
PRN15. To understand Ukrainian ethno-cultural traditions in the stylistic solutions of design objects, to take into account the regional peculiarities of ethno-design in artistic practices.
PRN16. Take into account the properties of materials and structural constructions, apply the latest technologies in professional activities.
PRN19. Develop and present the results of work in a professional environment, understand the stages of achieving success in a professional career, take into account modern trends in the labor market, conduct market research, choose an appropriate business model, develop a business plan for professional activity in the field of design.
Autonomy and responsibility.
AiB1 Ability to adapt to new situations and make appropriate decisions.
AiB2 Ability to realize the need for lifelong learning in order to deepen acquired new professional knowledge.
AiB3 Ability to take responsibility for the work performed, make decisions independently, achieve the set goal in compliance with the requirements of professional ethics.
AiB4 Ability to popularize national and world cultural heritage, as well as promote manifestations of patriotism, national self-awareness and ethno-cultural self-identification.
АиВ5 Ability to form environmental consciousness and personal culture, to apply ecological principles in life and professional activity.
Required prior and related subjects: Previous disciplines
Basics of visual communications and computer graphics
Fundamentals of subject design
Interactive design
Related and subsequent disciplines
Typography and fonts
Design of printed publications
Advertising design and copywriting
Summary of the subject: The object of study is the symbolic, figurative and symbolic structure of visual communication in mass culture. The method of considering the subject of communication theory is a combination of methods of social, marketing, advertising and communication and artistic and compositional analysis. Visual communication is a global phenomenon of formation of social production and consumer values that determine the level of material culture, and determines the nature of visual communications design, design of subject-spatial environment of the city, interiors of public buildings, outdoor advertising, shop windows, installations and exhibitions. The development of mass culture and mass art, their main types and their dependence on the factor of visual, verbal and artistic communication are considered. Sign indexes, iconic signs and symbols are studied from the standpoint of the theory of semantics. Psychological factors influencing effective communication are considered: attention, curiosity, desire and action and the main principles of the gestalt of a holistic image of artistic formation. They determine the nature of both communication and graphic and subject-spatial designs. Artistic and compositional factors of communication in mass art are considered in detail, such as: hierarchy of visual influence, conciseness, rhythm and contrast, metaphor, which, at the same time, are determining factors in the formation of graphic and environmental design. The phenomenon of artistic communication is traced, which is the main criterion of design and development of material culture in the global information infrastructure of post-industrial society. The practical part of the discipline is the design of an information booklet, program, poster and web page for a social or commercial event.
Опис: Understanding culture as a set of stable forms and varieties of human activity, which is reproduced and restored depending on the contexts and stages of the historical development of civilizations, social, scientific and technical, artistic historical periods. Culture and civilization, as interaction and interdependence of art, science, religions, humanitarian-social, production-consumer processes. Formation and development of cultural processes - dominant and residual culture.
The role of art in youth subcultures. Subcultural space of fashion, clothing industry, music, street art. Subcultural groups are "escape from society" and subcultures that demonstrate active activity in society, but which deny certain norms of the cultural mainstream. Postmodernism, as an interaction of mutual influences and penetrations, transgressions of symbols, a set of subcultures and their influence on the nature of artistic communication, their difference and mutual contribution of views and life positions, interpretations, stylizations and styles.
The main provisions of the theory of social communication. Visual communications and development of material culture. Social communication as a collective consciousness of material culture. Scientific models of communication. Social-psychological, procedural-informational, mathematical approach, interactionist, cognitive model of communication. Concept and role of direct and feedback in the process of communication. Semiotic approach: signs and sign systems, structural-linguistic, logical-philosophical direction and Peirce's symbolic model of communication. Understanding and construction of communication codes. Visual message codes. Communication as a process of message transmission, the context of related messages, belonging to acts of communication, the interconnectedness of the past with the foreseeable future, the problem of the relation of this particular message to the discourse.
The role of visual communication design in the object-spatial and multimedia environment. Combinatorics and modularity in graphic structures in the formation of volumetric and volumetric-spatial ensembles in object and virtual environments, which are created for specific commercially and socially significant events with the aim of effective visual communication. Semantics and artistic imagery and solution of installations, performances and scenographic art. A comprehensive approach of the visual-communicative, aesthetic and volume-spatial component of design in printing, multimedia space in interiors and the urban environment. The role of artistic communication in the process of creating an artistic image and metaphor in the visual communication of complex design objects, the organization and functioning of advertising campaigns, etc. Coursework. Event design: visual arts, cinema, theater, literature. Motion design, in any video format with an album attachment with a storyboard of key frames and a synopsis or a set of printed product.
Assessment methods and criteria: The course of lectures, practical classes and course graphic work are evaluated comprehensively. Current control of lectures (seminars) - 20%. Final control - tests, oral answers - 30%;, abstract on the specified topic presentation of an idea - 50%.
Критерії оцінювання результатів навчання: During the semester, a student can score 100 points for working at seminars and completing individual graphic tasks, and based on the results of reviewing course work (auditory and independent work).
Current control (30%). Final inspection (70%): project part and defense of work
Порядок та критерії виставляння балів та оцінок: 100–88 points – (“excellent”) is awarded for a high level of knowledge (some inaccuracies are allowed) of the educational material of the component contained in the main and additional recommended literary sources, the ability to analyze the phenomena being studied in their interrelationship and development, clearly, succinctly, logically, consistently answer the questions, the ability to apply theoretical provisions when solving practical problems; 87–71 points – (“good”) is awarded for a generally correct understanding of the educational material of the component, including calculations, reasoned answers to the questions posed, which, however, contain certain (insignificant) shortcomings, for the ability to apply theoretical provisions when solving practical tasks; 70 – 50 points – (“satisfactory”) awarded for weak knowledge of the component’s educational material, inaccurate or poorly reasoned answers, with a violation of the sequence of presentation, for weak application of theoretical provisions when solving practical problems; 49-26 points - ("not certified" with the possibility of retaking the semester control) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to apply theoretical provisions when solving practical problems; 25-00 points - ("unsatisfactory" with mandatory re-study) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to navigate when solving practical problems, ignorance of the main fundamental provisions.
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