Overview
This unit introduces you to a range of cross-disciplinary approaches to visual communication relevant to visual artists. These include visual communication theory, design and semiotics (the study of signs). Using a combination of theoretical approaches to visual communication, you will develop creative tools to support your practical endeavours as a visual artist and use analytical tools to better observe the functioning of mass media imagery and contemporary visual art practices.
Details
Pre-requisites or Co-requisites
18 credit points
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2026
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from SUTE results
Unit expectations, including assessment requirements, require review to enhance clarity
Review all assessment descriptions and provide further opportunity during tutorials to discuss assessment requirements with students.
- Conduct focused studio-based and non-studio-based research to investigate concepts, develop context specific knowledge and communicate with others using appropriate styles
- Apply concepts of 2D or 3D design to enhance visual literacy and design efficacy
- Explain the process of signification in specific contexts and discuss how design theory, visual communication theory and semiotic theory can be used to support a creative practice.
Not applicable.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||
|---|---|---|---|
| 1 | 2 | 3 | |
| 1 - Portfolio - 35% | |||
| 2 - Reflective Practice Assignment - 30% | |||
| 3 - Written Assessment - 35% | |||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||
|---|---|---|---|
| 1 | 2 | 3 | |
| 1 - Communication | |||
| 2 - Problem Solving | |||
| 3 - Critical Thinking | |||
| 4 - Information Literacy | |||
| 5 - Team Work | |||
| 6 - Information Technology Competence | |||
| 7 - Cross Cultural Competence | |||
| 8 - Ethical practice | |||
| 9 - Social Innovation | |||
| 10 - First Nations Knowledges | |||
| 11 - Aboriginal and Torres Strait Islander Cultures | |||
Textbooks
There are no required textbooks.
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
p.connor@cqu.edu.au
Week 1- Unit Introduction & 2D Design Basics.
Begin Date: 09 Mar 2026Module/Topic
- Introduction to unit.
- Elements of design.
- Principles of design.
Chapter
- Read: Week 1 study guide.
- View: Week 1 Moodle resources.
- Attend: Week 1 tutorial.
- Complete: Week 1 tutorial activity.
Events and Submissions/Topic
- About this unit.
- Assessment overview.
- The elements and principles of design. (unlocking design theory).
Week 2 - Thinking About Colour.
Begin Date: 16 Mar 2026Module/Topic
- Colour temperature.
- High key and low key colour.
- Colour value as tonal value.
- The influence of Chevreul.
- Perception of colour.
Chapter
- Read: Week 2 study guide.
- View: Week 2 Moodle resources.
- Attend: Week 2 tutorial.
- Complete: Week 2 tutorial activity.
Events and Submissions/Topic
- Colour theory for artists.
- Chevreul and modern painting.
- Haptic Illusions.
Week 3 - 3D Design Basics.
Begin Date: 23 Mar 2026Module/Topic
- Form and volume.
- Positive and negative space.
- Plane and texture.
- Rhythm and repetition.
- Proportion and scale.
- Emphasis.
Chapter
- Read: Week 3 study guide.
- View: Week 3 Moodle resources.
- Attend: Week 3 tutorial.
- Complete: Week 3 tutorial activity.
Events and Submissions/Topic
- 3D Design Basics.
- Assessment 1 task.
- Constructing armature for a maquette.
Week 4 - Visual Communication.
Begin Date: 30 Mar 2026Module/Topic
- What is good design?
- Noise and context.
- Sensual theory and perception theory.
- McLuhan: "The medium is the message".
Chapter
- Read: Week 4 study guide.
- View: Week 4 Moodle resources.
- Attend: Week 4 tutorial.
- Complete: Week 4 tutorial activity.
Events and Submissions/Topic
- Basic Communication model.
- Visual communication.
- McLuhan.
Week 5 - Semiotics and Structuralism.
Begin Date: 06 Apr 2026Module/Topic
- Structuralism.
- Semiotics.
- Signs and signification.
- Barthes: "The Death of the Author".
Chapter
- Read: Week 5 study guide.
- View: Week 5 Moodle resources.
- Attend: Week 5 tutorial.
- Complete: Week 5 tutorial activity.
Events and Submissions/Topic
- de Sassure and Peirce.
- signifier.
- signified.
- icon.
- index.
- symbol.
- metonymy.
- reading the sign.
Week 6 - Poststructuralism.
Begin Date: 13 Apr 2026Module/Topic
- 'Universal' structures and intertextuality.
- Poststructuralism and subjectivity.
- Derrida and "There is nothing outside of the text".
Chapter
- Read: Week 6 study guide.
- View: Week 6 Moodle resources.
- Attend: Week 6 tutorial.
- Complete: Week 6 tutorial activity.
Events and Submissions/Topic
- Intertextuality.
- Poststructuralism and subjectivity.
- Derrida and deconstruction.
Folio of Design Tasks Due: Week 6 Friday (17 Apr 2026) 11:45 pm AEST
Vacation Week
Begin Date: 20 Apr 2026Module/Topic
NA
Chapter
NA
Events and Submissions/Topic
NA
Week 7 - Mass Media and the Visual Arts.
Begin Date: 27 Apr 2026Module/Topic
- Mass media and the visual arts.
- Benjamin and "The Work of Art in the Age of Mechanical Reproduction".
- Baudrillard on culture as signs and texts.
Chapter
- Read: Week 7 study guide.
- View: Week 7 Moodle resources.
- Attend: Week 7 tutorial.
- Complete: Week 7 tutorial activity.
Events and Submissions/Topic
- Mass Media and the visual arts.
- Jeff Koons.
- Mike Parr.
- Michael Zavros.
Week 8 - Image and Text, Advertising and Visual Arts.
Begin Date: 04 May 2026Module/Topic
- Iconic signs and photography.
- Nested signs.
- Image and text in advertising.
- Image and text in the visual arts.
- Subverting meaning.
Chapter
- Read: Week 8 study guide.
- View: Week 8 Moodle resources.
- Attend: Week 8 tutorial.
- Complete: Week 8 tutorial activity.
Events and Submissions/Topic
- Image and text in advertising and the visual arts.
- Barbra Kruger.
- Richard Bell.
- Imants Tillers.
Week 9 - Social Semiotics.
Begin Date: 11 May 2026Module/Topic
- What is social semiotics?
- Structural semiotics vs social semiotics.
- The three circles of social semiotics.
- The dimensions of social semiotics.
Chapter
- Read: Week 9 study guide.
- View: Week 9 Moodle resources.
- Attend: Week 9 tutorial.
- Complete: Week 9 tutorial activity.
Events and Submissions/Topic
· Social semiotics and social agency.
Week 10 - Representations of Identity and Diversity.
Begin Date: 18 May 2026Module/Topic
- Representations of identity and diversity.
- Gender studies and queer theory.
- Identity diversity and the visual arts.
Chapter
- Read: Week 10 study guide.
- View: Week 10 Moodle resources.
- Attend: Week 10 tutorial.
- Complete: Week 10 tutorial activity.
Events and Submissions/Topic
- Representations of identity and diversity.
- Juan Davilla.
- David Hockney.
- Michael Zavros.
- Doron Langberg.
Reflective Practice Assignment. Due: Week 10 Friday (22 May 2026) 11:45 pm AEST
Week 11 - Representations of Australian Indigenous Culture.
Begin Date: 25 May 2026Module/Topic
- Who is the audience?
- What is cultural appropriation"
- What are the theories of 'Otherness'?
- What are representations of social identities?
Chapter
- Read: Week 11 study guide.
- View: Week 11 Moodle resources.
- Attend: Week 11 tutorial.
- Complete: Week 11 tutorial activity.
Events and Submissions/Topic
- Theories of otherness exposing the power of representations.
- Richard Bell.
- Tony Albert.
Week 12 - Semiotics and Feminism.
Begin Date: 01 Jun 2026Module/Topic
- Media representations of 'womanhood'.
- Feminism and the visual arts: a brief overview.
Chapter
- Attend: Week 12 tutorial.
- Read: Week 12 study guide.
- View: Week 12 Moodle resources.
- Complete: Week 12 tutorial activity.
Events and Submissions/Topic
- Key feminist artists and artworks.
- Barbara Kruger.
- Judy Chicago.
- Cindy Sherman.
- Julie Brown-Rrap.
Written Assessment: Semiotic analysis. Due: Week 12 Friday (5 June 2026) 11:45 pm AEST
Exam Week
Begin Date: 08 Jun 2026Module/Topic
Chapter
Events and Submissions/Topic
Vacation/Exam Week
Begin Date: 15 Jun 2026Module/Topic
Chapter
Events and Submissions/Topic
1 Portfolio
This assessment involves the submission of a folio of design tasks. The four (4) design tasks concern the application of 2D and 3D design concepts. The design tasks provide the opportunity for you to enhance your visual literacy and design efficacy (Learning Outcome 1), whilst demonstrating your existing and developing knowledge.
For complete descriptions of the four (4) design tasks, please see the bottom of this marking criteria sheet or refer to your Moodle page.
Use of Generative Artificial Intelligence agents (Gen AI)
Within this assessment, the use of Gen AI agents is as follows:
AI Assessment scale tool:
Level 1: You must not use Al at any point during the assessment. You must demonstrate your core skills and knowledge. Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity.
Please refer to the Moodle Assessment tile for specific details.
Week 6 Friday (17 Apr 2026) 11:45 pm AEST
Please submit your assessment via Moodle using the template provided (in Moodle). The document should be submitted as a word document by the due date.
Week 8 Friday (8 May 2026)
Assessment results and feedback will be provided in Moodle.
1. Use of design elements. (20%)
2. Use of design principles. (20%)
3. Integration of design elements and principles to achieve a balanced and unified design. (20%)
4. Presentation and attention to requirements of task. (20%)
5. Effectiveness of visual communication. (20%)
- Conduct focused studio-based and non-studio-based research to investigate concepts, develop context specific knowledge and communicate with others using appropriate styles
- Apply concepts of 2D or 3D design to enhance visual literacy and design efficacy
2 Reflective Practice Assignment
In this assessment you will discuss in 1000 - 1250 words, how design theory, visual communication theory and semiotics can be used to support your own creative practice.
To do this, you will reflect on one of the design tasks that you completed this term and describe both your challenges and successes when integrating design elements and principles in the completion of that task. In this reflective task you will:
A) describe how your design decisions could be improved and how these changes would improve how your design communicates to others.
B) support this reflective discussion with quality research. This research must investigate how design theory, visual communication and semiotics can be used in a cross-disciplinary approach to support your creative practice.
This assessment addresses learning outcome 2:
· Discuss how design theory, visual communication theory and semiotics can be used to support your creative practice.
Assignment format:
· Use 12-point Times New Roman font for the body of the essay.
· 1.5 spacing throughout
· You may use sub-headings if you wish to organise your assignment. These may be in a different colour or different size font.
· Include in-text references (citations) throughout the assignment.
· Include your name and student number in the header of the document
· Include page numbers in the footer of the document
· Include a Reference List at the end of the assignment in APA style, 7th edition.
· You should have a minimum of 10 references for this assignment.
· Do NOT cite from Wikipedia or other websites that do not have an acknowledged author.
Important information about Word Count:
The word count is considered from the first word of the introduction to the last word of the conclusion. It excludes the cover page, abstract, contents page, reference page and appendices. It includes in-text references and direct quotations.
Use of Generative Artificial Intelligence agents (Gen AI)
Within this assessment, the use of Gen AI agents is as follows:
AI Assessment scale tool:
Level 1: You must not use Al at any point during the assessment. You must demonstrate your core skills and knowledge. Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity.
· Please acknowledge if you have used the software Grammarly in this assessment.
Week 10 Friday (22 May 2026) 11:45 pm AEST
Please submit your Reflective Practice Assignment as a word document. Both your Reflective Practice Assignment and the Assessment 2 rubric should be submitted via Moodle to successfully complete this submission
Week 12 Friday (5 June 2026)
Assessment results and feedback will be provided via Moodle.
1. Evidence of research and integration of theoretical perspectives (20%)
2. Structure (10%)
3. Self-Reflection (20%)
4. Writing Standard (20%)
5. Attention to requirements of task (20%)
6. Referencing (10%)
- Conduct focused studio-based and non-studio-based research to investigate concepts, develop context specific knowledge and communicate with others using appropriate styles
- Apply concepts of 2D or 3D design to enhance visual literacy and design efficacy
- Explain the process of signification in specific contexts and discuss how design theory, visual communication theory and semiotic theory can be used to support a creative practice.
3 Written Assessment
For this assessment you will identify and research the work of one (1) prominent, critically established, contemporary visual artist or one (1) successful mass media advertisement/work of commercial graphic design.
Using either the selected visual artwork or graphic advertisement, you will provide a written semiotic analysis (1000-1250 words) that clearly describes how you believe that text communicates its meanings to you. Your written semiotic analysis should incorporate appropriate semiotic and design terminology. (Be sure to include the terms: sign, signifier, signified, text, genre, code, intertextuality, connotation and denotation. Other terms like metonymy, indexical sign, iconic sign, symbolic sign, trope, textuality and hybrid text may also be applicable.)
This assessment focuses on the following learning outcome:
· Explain the process of signification in the context of contemporary visual art practices or mass media imagery and advertising.
Assignment format:
Use 12-point Times New Roman font for the body of the essay.
1.5 spacing throughout
You may use sub-headings if you wish to organise your assignment. These may be in a different colour or different size font.
Include in-text references (citations) throughout the assignment.
Include your name and student number in the header of the document
Include page numbers in the footer of the document
Include a Reference List at the end of the assignment in APA style, 7th edition.
You should have a minimum of 10 references for this assignment.
Do NOT cite from Wikipedia or other websites that do not have an acknowledged author.
Important information about Word Count:
The word count is considered from the first word of the introduction to the last word of the conclusion. It excludes the cover page, abstract, contents page, reference page and appendices. It includes in-text references and direct quotations.
Use of Generative Artificial Intelligence agents (Gen AI)
Within this assessment, the use of Gen AI agents is as follows:
AI Assessment scale tool:
Level 1: You must not use Al at any point during the assessment. You must demonstrate your core skills and knowledge. Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity.
Please refer to the Moodle Assessment tile for specific details.
Week 12 Friday (5 June 2026) 11:45 pm AEST
Your semiotic analysis and the assessment 3 rubric should be submitted via Moodle. Please also ensure that you have included your name and student ID in both documents.
Vacation/Exam Week Friday (19 June 2026)
Assessment feedback is provided via Moodle.
1. Evidence of research and integration of theoretical perspectives (25%)
2. Structure (15%)
3. Writing standard (20%)
4. Attention to requirements of task (25%)
5. Referencing (15%)
- Conduct focused studio-based and non-studio-based research to investigate concepts, develop context specific knowledge and communicate with others using appropriate styles
- Explain the process of signification in specific contexts and discuss how design theory, visual communication theory and semiotic theory can be used to support a creative practice.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
