B: Theoretical and Methodological Aspects of Visual Literacy

Required courses: 16 semester credits
Electives: 5 semester credits

Combining speech and visual expression: structural, cognitive and developmental aspects


Dr. Shosi vaksman

The object of the course is to examine the complex relations between the visual mode of expression and that of speech as they are found in different genres: children’s books, advertising, graffiti and others. Within the framework of the course the following theoretical and empirical aspects will be presented:
Required Course
One-Semester Course

1. Modes of text and picture combinations.
2. Cognitive and social processes that come into play when these combinations are produced for various population groups.
3. Developmental aspects: how children, as they grow up, learn the uses of text and picture and develop a symbolic repertoire.
4. Pedagogical aspects: What kind of mediating possibilities exist in the combined systems and within the educational framework?

The main theme of the course is that meaning, garnered from sensual impressions, is multi-modular and is registered in a complex manner. Nevertheless various cultural groups in the community, with identifying characteristics of their own, build semiotic systems which absorb these texts and pictures into a whole which inevitably relates to the goal set by the media.

Elective courses: 5 semester credits
The student has the option to choose one course of 3 semester credits and one of 2 credits.


Visual communication from the cave to the living room


Dr. Malka Ben Pshat

(3 semester credits) In the framework of this course, we survey and examine systems of visual communication between groups or individuals and between groups and the masses (picture writing, cave art, animation, signs, external uses of advertising, and the media).
Elective Course
One-Semester Course

We will start from the dawn of civilization until today’s era of digital and electronic communication with the object of discovering how much influence visual communication has had on the character of cultures and whether it mirrors them. This will be done mainly with the aid of the communication theories of Marshall McLuhan and Neil Postman.