Class Contemporary Media

The curricular unit Contemporary Media aims to initiate the students in the problematics of a new field of studies that recognizes the permanent interpellation of the visual experience as one of the main critical issues of contemporaneity. The curricular unit will give students a critical insight into the analysis of images, allowing them to establish links and antecedents to the contemporary challenges of the industry, to understand visual aspects as a source of cultural transmission, and to explore the relationships and interferences that cultural systems bring to the visual identification process and the understanding of the world and reality. This curricular unit will focus, above all, on the opportunities to create new and creative communication strategies that respond effectively and creatively to the most diverse challenges posed every day by an increasingly and demanding modern society. 

Not applicable

1. Image, sign and significance. C. Peirce and F. Saussure significance models 2. Categories of signs. Icon, index and symbol. Iconic and arbitrary signs. Convection. Paradigms and syntagms. 3. Significance orders. Denotation, connotation, myth and symbolic order. 4. The text and image relations. Interaction and complementarity. 5. Intertextuality. Types of intertextuality. Memes. 6. Significant plastic and composition I. Gestalt Theory. Strong points. Weight, balance and symmetry. Lines and shapes. 7. Significant plastic and composition II. Image sections. Axial, focused, in-depth, by values and sequencial constructions. Frameworks. Angles. 8. Color and their meanings. Color and light. Color systems. Psychology of color. Color and communication. 9. The written and visual language. Typographic and topographic plan. The word-image. Visual identity. The narratives of the brand. 

The teaching methodology will consist of a theoretical approach to some of the described program contents and an expository strand of several examples (images, documentaries and films) that, in addition to help consolidate the matter, will create a more comprehensive and dynamic learning in class and appealing to discussion and analysis. Punctually will also be made small exercises in class analysis and deconstruction of advertising images, ads and posters to stimulate literacy in visual culture that allows students to develop a critical sense and respond dynamically to the theoretical / practical challenges of creative industries.    1. Continuous evaluation: Two practical exercises to create an image using text and static images _ 30% (15% each); Two written test about the syllabus _ 70% (35% each); Attendance: students must attend at least 70% of classes.   2. Exam evaluation: Written test about the syllabus (100%).

AUMONT, J. (2009), A Imagem. Lisboa: Edições 70. AUMONT, J.; MARIE, M. (2009), A Análise do Filme. Lisboa: Edições Texto & Grafia. BARTHES, R. (2008), A Câmara Clara. Lisboa: Edições 70. BURNETT, R. (2004), How Images Think. Cambridge, Massachusetts: The MIT Press. CHANDLER, D. (2007), Semiotics: The Basics. London: Routledge. FISKE, J. (2002), Introdução ao Estudo da Comunicação. Porto: Edições ASA. FREEMAN, M. (2007), The Photographer's Eye: Composition and Design for Better Digital Photos. Lewes: The Ilex Press. FREEMAN, M. (2009), Perfect Exposure: The Professional Guide to Capturing Perfect Digital Photographs. Lewes: The Ilex Press. MARTIN, M. (2005), A Linguagem Cinematográfica. Lisboa: Dinalivro. MARTINE, J. (1999), Introdução à Análise da Imagem. Lisboa: Edições 70. REGATÃO, J.P. (2007), Arte Pública e os Novos Desafios das Intervenções no Espaço Urbano. Lisboa: Quimera Editores.