GRADUATE SCHOOL
Brand Communication
MI 560 | Course Introduction and Application Information
| Course Name |
Visual Literacy
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 560
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
Second Cycle
|
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| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course introduces the varied ways of understanding, analyzing, and theorizing visual culture. It aims to provide an interdisciplinary visual perspective from across cultures and in various media. The objective is to help the students enhance their gaze by learning to look carefully at the visual world in the past, present, in remote as well as approximate places. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | The screens that surround today’s consumer and dynamic content on these screens have made it a necessity to understand how and what consumer codes. With the help of semiotics, the images that are formed in consumer’s mind and to describe the place they occupy in brand communication are the main topics of this course. Besides, right briefs should be delivered to designers to benefit from the most of design world and to influence consumers. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Course Introduction | |
| 2 | Is It Possible to Live without an Ideology? | Çamur, M. ve Zinderen, İ. E. (2021). Yeni medya ve ideoloji: Netflix yapımı dizilere Althusser’ci bir yaklaşım. İNİF E- Dergi, 6(1), 465-484. Kirkpatrick, J. (1986). A philosophic defense of advertising. Journal of Advertising, 15(2), 42-64. |
| 3 | Documentary: The True Cost | N. Chomsky; E. Herman (2012). Rızanın İmalatı: Kitle Medyasının Ekonomi Politiği ISBN: 978-975-6165-51-5 |
| 4 | Gramsci and Cultural Hegemony | Çoban, S. (2012). Gramsci, hegemonya ve kapitalizm. In First International Interdisciplinary Socia Inquiry Conference. BAŞARAN, B. (2021). MODERNİTENİN SOSYAL KONTROL ARACI “MODA”. Al Farabi Uluslararası Sosyal Bilimler Dergisi, 6(3), 64-74. |
| 5 | Bourdieu’s Social Space and Cultural Reproduction Theories | Hüseyin Köse. Bourdieu medyaya karşı: işbirlikçi, zorba ve çığırtkan medya. ISBN:975-8747-47-9 |
| 6 | Hofstede’s Cultural Dimensions and Their Reflections to Advertising Narrative | Işıl Karpat Aktuğlu; Bengü E. Çolakoğlu, “Kültürün Reklam Üzerindeki Etkisi,Reklam Biçimlerinin Kültür Tarafından Belirlenmesi” Emrah Gülmez, “Netflix’in Türkiye’ye Özgü Reklam Filmlerinin Küresel Markaların Yerel Reklam Stratejileri Bağlamında Değerlendirilmesi” |
| 7 | Orientalism - How Western Societies See and Show the East in Media | Edward W. Said, “Şarkiyatçılık- Batının Şark Anlayışları”; M. Köse; M. Küçük, “Oryantalizm ve Öteki Algısı” |
| 8 | Midterm | |
| 9 | Parasocial Interaction in Mediatized Loneliness | Meltem Canoğlu; vd. “Para-Sosyal Etkileşim Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme” |
| 10 | Presentation of the Self in Everyday Life | E. Goffman, “Günlük Yaşamda Benliğin Sunumu” |
| 11 | What is Social in Social Media - A Critical Approach; Digital Narcissism in the Scope of Advertising | C. Fuchs, “Sosyal Medya Eleştirel Bir Giriş” G. Ekşioğlu; A. Nas “Dijital Narsisizm: Reklam ve Marka Bağlamında Psikanalitik Bir Tartışma” |
| 12 | Subject and Power | Foucault. Özne ve İktidar |
| 13 | Adbusting, Subvertising, Culture Jamming under the Light of Deconstructivism | |
| 14 | Porn Culture and Society of Spectacle | Guy Debord, “Gösteri Toplumu” |
| 15 | Review of the Semester | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | N. Chomsky; E. Herman (2012). Rızanın İmalatı: Kitle Medyasının Ekonomi Politiği ISBN: 978-975-6165-51-5 |
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
20
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
4
|
40
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
40
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
6
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
4
|
56
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
4
|
18
|
72
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
49
|
49
|
| Final Exam |
0
|
||
| Total |
225
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. |
X | ||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. |
X | ||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. |
X | ||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. |
X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. |
|||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
|||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. |
X | ||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
|||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
