Starting from the definition of the collective imaginary as a symbolic heritage at the disposal of communication and as communication through images, the course aims at providing the theoretical and methodological foundations of the analysis of the contemporary imaginary and of the forms of visual culture: from the status of the image in the cultural, media and artistic industry to the centrality of the visual dimension in modern and contemporary social and communicative contexts. Knowledge of the theory and practices of the imaginary can stimulate the ability to critically observe the symbolic forms of the present with which professionals in the world of communication and advertising are called upon to deal. On this basis, the course addresses visual communication on three particular dimensions of analysis: identity, politics and consumption. A focus of analysis is also proposed on the imagery of travel and on visual communication in tourism.

Specifically, the course has the following objectives
- provide the theoretical and empirical tools to observe the current statute of the "image society" experiment the meta-territorial and diffused character of the contemporary collective imaginary in the media territories

- provide adequate analysis tools to understand the relationship between the bio-cognitive dimension of seeing and the socio-cultural dimension of looking

- to stimulate attention and critical understanding of the concept of representation

- introduce the study of Visual Sociology in relation to the cultural perspective and from a methodological point of view

- to introduce and test some methodological approaches to visual communication research

1. The image society and the Iconic Turn
1.1. Imagery and the iconoclastic paradox of the West

1.2. Verbal and visual
1.3. Imaginary and cultural industry

1.4. Birth of the iconosphere and the iconic turn

1.5. Visual communication and the role of images in media culture

2. The process of vision between bios and logos

2.1. Vision as biological action and as enaction

2.2. Vision as cultural and situated action: sociology of vision

2.3. Representation

2.4. Technologies of vision: analogue, digital and screen studies

2.5. Studying images in media culture

3. Visual communication in sociological perspective

3.1. Visual communication and identity (the use of sephies and photographic aesthetics; visual communication for the construction of collective identities; stereotypical representation)

3.2. Visual communication and politics (the relationship of political communication with images; women in politics; visual representation of leadership; visual spectacle of activism and protests in the media; artivism; representing war and photojournalism)

3.3. Visual communication and consumption (advertising and visual representations, with analysis of some specific cases, images of and representations of lifestyles)

3. The imagery of the journey 

3.1. The representationalist imaginary

3.2. The performative imaginary

4. Visual Sociology 

4.1. Visual research as a cognitive approach
4.2. The design of visual research 
4.3. Research on images and with images: methodology and techniques of visual analysis

1. Knowledge and ability to understand: the knowledge to be acquired relates to the issues concerning the connotation of the image society and its development, the relationship between cultural and technological dimensions, understanding is achieved through the acquisition of theoretical skills on models with particular attention to the dynamics relating to the socio-cultural transformations of the contemporary iconosphere.
1.1. Students acquire this basic knowledge through attendance of lectures and seminars, the study of texts discussed in the classroom and in class exercises.

1.2. Students undertake in-depth study and empirical analysis of one of the proposed paths identified on the basis of their interest.
2. Ability to apply knowledge and understanding: through the ability to analyse visual cultural products by applying the main methodologies of analysis from Visual Sociology.
2.1. Skills acquired through laboratory exercises in the classroom.
3. Capacity for judgement: critical reflection on the evolutionary dynamics of the image society and visual culture as well as the ongoing transformations affecting communication as a whole and the forms of communication through images in particular.
3.1. This capacity for judgement is to be applied in the classroom discussion with the lecturer and colleagues, during the exercises, in the choice of one of the in-depth courses and in the preparation of the final examination.
4. Communication skills: students are called upon to interact in the classroom by means of questions, exchanges with colleagues and fellow students, drafting short presentations during the exercises, also starting from the choice of the in-depth thematic pathway.
4.1. Skills that are practised in the classroom by organising moments of discussion and exercise.
5. Learning ability: students are required to adopt a critical learning method capable of connecting theoretical competences and empirical analysis, moving towards the specification of autonomous thinking.
5.1. Skills to be enhanced through argumentation with the lecturer and fellow students.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

The course makes use of teaching materials, power point presentations and video materials, reading and study materials made available to students on the dedicated blended learning platform.
The course organises seminars and meetings with external experts in order to provide students with the tools to access professional and research dimensions in the field of visual communication.

Teaching

Lectures and in-depth seminars with the aid of audiovisual materials. 
The course includes in-class, individual and group practice phases.

Innovative teaching methods

• flipped lesson on some topics of the course;
• individual and group exercises and in-depth studies, which students will carry out using the University's Moodle platform.

Attendance

There is a 50% attendance requirement.

Course books

1. Gemini, L. (2021). Immaginario e comunicazione: teorie a confronto. In Centorrino, M., Romeo. A. (a cura di), Sociologia della comunicazione. Teorie, concetti, strumenti. Milano: Mondadori (pp. 403-422).

2. Aiello, G., Perry, K. (2020). Visual Communication. Understanding Images in Media Culture, Sage, London.

3. Urry J., Larsen J. (2011), The Tourist Gaze 3.0, Sage, London.

Assessment

The assessment of learning will take place 1. by means of an individual oral interview based on the reference texts for the examination, aimed at assessing both the student's learning of the contents and his or her ability to rework and argue; 2. by assessing the level of participation in class in lectures, seminars, oral and written classroom exercises.

The following will result in excellent marks: the student's possession of good critical and in-depth study skills; the ability to link together the main themes addressed in the course; the use of appropriate language with respect to the specific nature of the discipline.

The following will result in fair marks: the student's possession of a mnemonic knowledge of the contents; a relative critical capacity and the ability to connect the topics dealt with; the use of appropriate language.

Sufficient marks will be awarded: the student's attainment of a minimal knowledge of the topics dealt with, even in the presence of some formative gaps; the use of inappropriate language.

The following will result in negative assessments: difficulties in the orientation of the student with regard to the topics dealt with in the examination texts; formative gaps; the use of inappropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Students can access the teaching material provided on the blended learning platform.

Attendance

Study of the indicated texts.

Course books

1. Gemini, L. (2021). Immaginario e comunicazione: teorie a confronto. In Centorrino, M., Romeo. A. (a cura di), Sociologia della comunicazione. Teorie, concetti, strumenti. Milano: Mondadori (pp. 403-422).

2. Aiello, G., Perry, K. (2020). Visual Communication. Understanding Images in Media Culture, Sage, London.

3. Urry J., Larsen J. (2011), The Tourist Gaze 3.0, Sage, London.

Assessment

The assessment of learning will take place 1. by means of an individual oral interview based on the reference texts for the examination, aimed at assessing both the student's learning of the contents and his or her ability to rework and argue; 2. by assessing the level of participation in class in lectures, seminars, oral and written classroom exercises.

The following will result in excellent marks: the student's possession of good critical and in-depth study skills; the ability to link together the main themes addressed in the course; the use of appropriate language with respect to the specific nature of the discipline.

The following will result in fair marks: the student's possession of a mnemonic knowledge of the contents; a relative critical capacity and the ability to connect the topics dealt with; the use of appropriate language.

Sufficient marks will be awarded: the student's attainment of a minimal knowledge of the topics dealt with, even in the presence of some formative gaps; the use of inappropriate language.

The following will result in negative assessments: difficulties in the orientation of the student with regard to the topics dealt with in the examination texts; formative gaps; the use of inappropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.