The Design School @ Taylor’s

MODULE DETAILS AND CONTACTS NOTE*. Please READ & RETAIN this Module Handbook for reference throughout the semester.

Bachelor of Arts (Hons) in Graphic Communication Design Bachelor of Arts (Hons) in Interactive Multimedia Design Bachelor of Arts (Hons) in Interior Architecture Design (Elective)

Bachelor of Arts (Hons) in Graphic Communication Design Bachelor of Arts (Hons) in Interactive Multimedia Design Bachelor of Arts (Hons) in Interior Architecture Design (Elective)

Design Studies 3 - Changes and Conflict DST60403 Credit Hours Successful completion of the module earns you 4 credits

MODULE OUTLINE August – December 2017

Module Duration 14 weeks 1 hours lecture & 2 hours tutorial a week

Contact Hours (SLT)

Design Studies 3: Changes and Conflict | DST60403

Lecture (L): 14 hours, Tutorial (T): 35 hours, Practical (P): 14 hours & Others (O): 43 hours Total Guided Independent Learning (TGIL): 120 hours

Pre Requisite Module DST60203 Design Studies 2 – Culture & Consumerism

Facilitators Prepared by Noranis Ismail

Noranis Ismail The Design School @ Taylor’s Taylor's Lakeside Campus @ C5A.43 Tel: (+6 03) 56295000-5551 Official email: [email protected] Contact email: [email protected]

Class Guide and Courtesy As courtesy to both facilitators and students, please refrain from using your mobile phone or set it to silent mode when class is in session. Absence from class requires a legitimate medical certificate or consent letter from parent or guardian. 80% of attendance is required in order to pass this module. All students are required to be punctual for classes. There is a 30-minute grace period, after which students will be marked as absent.

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The Design School @ Taylor’s

The Design School @ Taylor’s

MODULE AIMS & LEARNING OUTCOMES

Quizzes/Tests 40% Research Articulation 40%

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Marking Criteria

Aims This module aims to equip students with the 1. Ability to understand and to evaluate the transformation of design use in sense of lifestyle, entertainment, economy and political use. 2. Ability to function competently in cooperative learning and team work environment by asserting in exceptional critical thinking by producing a design analysis based on previous works done in the industry. 3. Ability to design and produce individual reports through self-reflection and creative skill analysing based on social experience and culture change. 4. Ability to function successfully in engaging graphic design into multidisciplinary fields of multimedia; interactive design, video and audio as well as stage and contemporary exhibition design in sense of the changing time of lifestyle, entertainment, economy and political use. 5. Exposure and understanding of professional and ethical responsibility in order to succeed as a creative designer in the ever-changing field of creative industry.

Quizzes/Tests 40% Reflective Essay 20% Group Research Project 25% Video 15%

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Reference: Taylor’s Graduate Capabilities (TGC) 1. Discipline Specific Knowledge 1.1 Able to put theories into practice. 1.2 Understand ethical issues in the context of the field of study. 1.3 Understand professional practice within the field of study

Assessment Hurdle A student, who fails to attempt Final Examination or fails to submit Final Assessment, will result in failing the module irrespective of the overall marks earned, even though he/she has achieved 50% or more in the overall assessment. The student will not be allowed for Re-sit Examination.

2. Lifelong Learning 2.1 Learn Independently 2.2 Locate, Extract, synthesize and utilize information effectively 2.3 Be intellectual engaged 3. Thinking and Problem Solving skills 3.1 Think critically and creatively. 3.2 Define and analyze problems to arrive at effective solutions.

Major TGC Acquired in This Module

4. Communication Skills 4.1 Communicate appropriately in various settings and modes.

Module Learning Outcomes and Taylor’s Graduate Capabilities (TGC) acquired by students upon successful completion of the module.

5. Interpersonal Skills 5.1 Understand team dynamics and mobilize the power of teams 5.2 Understand and assume leadership 6. Intrapersonal Skills 6.1 Manage oneself and be self –reliant 6.2 Reflection one’s action and learning 6.3 Embody Taylor’s core values

Taylor's Graduate Capabilities Matrix Mapping

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7. Citizenship and Global Perspectives 7.1 Be aware of and form opinions from diverse perspectives. 7.2 Understand the value of civic responsibility and community engagement

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Learning Outcome LO 1

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8. Digital Literacy 8.1 Effective use of ICT and related technology

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LO 3

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Project / Assignment Brief Assignment 20%

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Estimated % of Blended Learning

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Plagiarism checking / Turnitin

Blog / Wikis

Info retrieval before lectures/tutorials 4

Total Blended Learning Hours

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Lecture Capture (Pre-recorded) 0

Field research

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Video production

Learning Outcomes On successful completion of this module the student will be able to explore: 1. Critical thinking competencies – Use creative thinking skills and methodologies to explore, generate and test a wide range of conceptual ideas 2. Social and behavioural competencies – Illustrate a critical awareness of socially responsible and agreeable design practice as well as communication 3. Ethical competencies – Demonstrate an understanding of cultural, moral or religious values through responsible design practice or communication through experiential learning mode

Lecture Capture

Online lectures/Tutorials

Blended Learning Initiative

30.8 %

The Design School @ Taylor’s

The Design School @ Taylor’s

MODULE REFERENCES

August – December 2017 Design Studies 3: Changes & Conflict | DST60403

MODULE ASSIGNMENT DETAILS Recommended Reading • • • •

M. Glaser, M. Ilić & T. Kushner (2006). The Design of Dissent: Socially and Politically Driven Graphics. United States: Rockport Publishers. J. Heath & A. Potter (2006). The Rebel Sell. United Kingdom: Capstone. R. Florida (2004). The Rise of the Creative Class. United States: Basic Books. R. Hollis (2001). Graphic Design A Concise History. United Kingdom: Thames and Hudson.

‘ Additional References • • • • • • • • •

Bierut, M. (2007) Seventy-Nine Short Essays on Design. New York: Princeton Architectural Press Bierut, M. (2007) Looking Closer 5. New York: Allworth Press Hollis, R. (2001) Graphic Design A Concise History. London: Thames & Hudson Glaser, M. (2006) The Design of Dissent: Socially and Politically Driven Graphics. Beverly, USA: Rockport Lasn, K. (2000) Culture Jam: The Uncooling of America. New York: Eagle Brook McQuiston, L. (2004) Graphic Agitation 2: Social and Political Graphics in the Digital Age. London: Phaidon Press Poynor, R.(1998) Design Without Boundaries: Visual Communication in Transition London: Booth-Clibborn Poynor, R. (2003) No More Rules: Graphic Design and Postmodernism. London: Laurence King Poynor, R. (2007) Obey the Giant: Life in the Image World. 2nd edn. Basel: Birkhauser Verlag

For referencing purpose:

Quizzes/Tests Schedule Throughout semester (will be notified) Description and requirements Quizzes or tests will be conducted for this module to elicit information and knowledge gained in this module. The students will be prepared throughout the semester for this session, through lectures and class discussions. The quizzes or tests will be in a mixture of multiplechoice questions and short essays questions. Assignment (Individual) The Brief Reflective Essay: MYSELF AND I Duration of Assignment 5 Weeks DEADLINE Week 6 Description 1. Reflective Essay (1,000 – 1,500 words) You are required to write a self-narrative essay about yourself and subject matters that provide the biggest impact in the development and evolution of your creative thinking and lifestyle. The discussion must take place in three different time period of your life – past, present and future. Each of these time periods should consist of 500 words of written analysis. Use the experiential learning cycle here to help you examine further about yourself and how you can benefit from the findings.

https://taylorslibrary.taylors.edu.my/user_skills/tutorial_guides (Use HARVARD)

Figure 1. Experiential learning cycle (Kolb 1984) As this is a reflective essay, you are free to exercise your views and knowledge in design studies and current issues. But be aware that all of your arguments must be supported by actual facts, which you can retrieve from published works, articles and books. You must also

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The Design School @ Taylor’s

The Design School @ Taylor’s

acknowledge each of your supporting statements by mentioning the author’s name and the year the works were published.

Recommendation/s (300 – 350 words)

State recommendations. These should relate directly to the conclusions and provide possible solutions to problems identified in the report.

Reference List

Use Harvard Referencing style: https://taylorslibrary.taylors.edu.my/user_skills/tutorial_guides

2. Artistic Expressions Apart from the written essay, you are also required to transfer these thoughts into a visual form of expression in which readers can associate with the content of your writing. Do think of a suitable art direction that best reflect each timeline. You are free to use any form of artistic medium from traditional to digital forms of approach.

2. Group Work presentation & exhibition Each group will be given 10 minutes to present their report, video and art visuals.

Submission Requirements 1. A *.pdf copy of the essay emailed to the lecturer: [email protected]

3. Awareness Video (Group) & Visual (Individual) From the information gathered in the Group Report, you will need to produce a video as a group and visual art expressions by each member. Both presentations must address the raised issue using the unconventional proposed solutions identified. The video must be within 3 minutes length of time and published online via YouTube and the visual art

Research Articulation (Group Project) The Brief Using controversial visuals into acceptable design solutions using time-based media Duration of Assignment 6 Weeks DEADLINE Week 12 Description 1. Group Report Students are required to work in groups to come up with an awareness art exhibition of video and visual arts using sub-vertisements about your chosen topics by using controversial images to create an important statement/mission/agenda to the public – namely the Taylor’s University community.

Submission Requirements All of these items must be uploaded into your group’s designated folder in Google Drive: 1. A *.pdf copy of the Group Report 2. A *.ppt / *.pdf copy of the Group Report Presentation 3. A time-based (video or animation) render of the proposed Awareness Video

You will need to breakdown the issue in terms of the nature of the problems, identify the potential backlash you may incur with your choice of design solutions and the reactions of your audience after you have created the video. The final report should be at around 1,800 – 2,200 words that covers every aspect of the case discussions as listed in the format below: Introduction (100 – 150 words)

Provide background and context to this report and the video advertisement. Define the purpose and scope of the report, how the data was obtained, specific terms or concepts used and concerns.

Literature review (250 – 350 words)

Summarize the literature relevant to your research to show how your issue and art direction fits with the current literature for your topic and design solution.

Discussion (600 – 650 words)

Interpret and explain your designs and indicate how these results fit with current literature. State if your hypothesis was supported or not and provide explanations. Acknowledge any limitations of your research. End the discussion with justified comments on the importance of the findings. Provide the final design solution that you used for your video and individual art expressions.

Results/Findings (250 – 350 words)

Objectively report discussions from the collated fact, results and statistical analysis. You may append raw data if required.

Conclusion/s (300 – 350 words)

State conclusions that you have drawn and decide, given the evidence of your results. Provide samples of visuals on how you wish to re-present the content of the discussed topic through video and art visuals.

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The Design School @ Taylor’s

The Design School @ Taylor’s

August – December 2017 Design Studies 3: Changes & Conflict | DST60403

GRADING SCHEME

ASSESSMENT CRITERIAS Marking Criteria & % Distribution

Grade

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Quizzes/Tests 40%

40%

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Assignment (Individual) 20% Reflective Essay 10% Artistic Expression 10%

20%

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Marks

Grade Points

Definition

Description

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80 – 100

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Excellent

Evidence of original thinking; demonstrated outstanding capacity to analyze and synthesize; outstanding grasp of module matter; evidence of extensive knowledge base

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75 – 79

3.67

Very Good

Evidence of good grasp of module matter; critical capacity and analytical ability; understanding of relevant issues; evidence of familiarity with the literature

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70 – 74

3.33

B

65 – 69

3.00

Continuous Assessment (60%)

Final Assessment (40%) Research Articulation (Group Marks) 20% Group Report – 10% Final Video – 10% Research Articulation (Individual Marks) 20% Visual Artwork – 10% Group Contribution & Presentation – 10% Total

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B-

60 – 64

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Good

Evidence of grasp of module module; critical capacity and analytical ability, reasonable understanding of relevant issues; evidence of familiarity with the literature

Pass

Evidence of some understanding of the module matter; ability to develop solutions to simple problems; benefitting from his/her university experience

Marginal Fail

Evidence of nearly but not quite acceptable familiarity with subject matter, weak in critical and analytical skills.

C

50 – 54

2.00

D+

47 – 49

1.67

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44 – 46

1.33

D-

40 – 43

1.00

F

0 – 39

0.00

Fail

Insufficient evidence of understanding of the module matter; weakness in critical and analytical skills; limited or irrelevant use of the literature

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Withdrawn

Withdrawn from a module before census date, typically mid semester

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Fail

Withdrawn after census date, typically mid semester An interim notation given for a module where a student has not completed certain requirements with valid reason or it is not possible to finalise the grade by the published deadline

IN

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Incomplete

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Pass

Given for satisfactory completion of practicum

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Audit

Given for a module where attendance is for information only without earning academic credit

The Design School @ Taylor’s

The Design School @ Taylor’s

POLICIES

If you want to use visual information from a WWW site, many of the same rules apply. Copying visual information or graphics from a WWW site (or from a printed source) into a paper is very similar to quoting information, and the source of the visual information or graphic must be cited. These rules also apply to other uses of textual or visual information from WWW sites.

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No major changes of proposal should be made after confirmation of proposal draft without any consultation with lecturer in-charge. You are considered did not fulfil the requirements of the module if your final product is not what you have stated in the proposal. Therefore, please consult with your lecturers if you are facing some conceptual or technical problems that you are unsure or fail to solve. The academic team is always there for you to gain some helpful advices.

Referencing guide for students Books / Electronic Books: •

Students must attend all the consultation sessions in class and constantly show individual progression until the week of deadline. 80% attendance is the basic requirement of this module. Students failing to meet this requirement will face a penalty of mark percentage deduction. Any progression checks after due dates will not be accepted, unless you have valid reasons with supportive documents.

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Assignment Submission Assignments MUST be submitted on the due date handed personally to your module lecturer. Assignments can be submitted before the due date outside of class with the prior agreement of the lecturer. Late Assignments / Extensions Work that is submitted after the due date will be penalised. 2 marks will be deducted every subsequent day after failure to submit on the deadline set by the lecturers. Deduction applies on weekdays and Saturday. No work will be accepted after one week of delay from the deadline given, unless you have valid reasons with supportive documents.

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Harvard Referencing 2010. Retrieved on May 17, 2010, from

Extensions can only be granted if a student can show adequate progress towards completion of the assessment and there are extenuating circumstances preventing them from delivering the assessment on the due date. In the case of a request of an extension due to medical circumstances, students must produce an original medical certificate. The lecturer will only give extensions for a total amount of time not exceeding the equivalent number of days the medical certificate considered valid. Plagiarism Plagiarism is a breach of intellectual property; the act of using or copying someone else’s idea or work and trying to present it as your own. It is taking and using someone else’s work without proper attribution. Intellectual Property involves: • Another person’s idea, opinion, or theory • Any facts, statistics, graphs, drawings—any pieces of information—that are not common knowledge • Quotations of another person’s actual spoken or written words • Paraphrase of another person’s spoken or written words Issues of intellectual property extend beyond the written word of course. Bear in mind that the use of still images, moving images, audio or any other content which you have not created yourself, and which you do not have the appropriate permission to use, is an serious offence resulting in a FAIL grade for the subject. Using Internet Sources The World Wide Web has become a popular source of information for students’ papers, and many questions have arisen about how to avoid plagiarizing these sources. In most cases, the same rules apply as for a printed source: when you refer to ideas or quote from a WWW site, you must cite that source.

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Peter W. Rea, David K. Irving, 2010, Producing and directing the short film and video, Focal Press. Mamer, Bruce, 2008, Film Production Technique: Creating the Accomplished Image, Wadsworth Publishing. Rabiger, Michael, 2008, Directing: film techniques and aesthetics, Focal Press. Weynand, Diana, 2010, Final Cut Pro 7, Peachpit Press. Kenworthy, Christopher, 2009, Master shots: 100 advanced camera techniques to get an expensive look on your low-budget movie, Michael Wiese Productions. Brown, Blain, 2008, Motion picture and video lighting, Focal Press. McClean, Shilo T, 2007, Digital Storytelling: The Narrative Power of Visual Effects in Film, New Press. Bordwell, David, 2004, Film art: an introduction, McGraw-Hill.

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The Design School @ Taylor’s

The Design School @ Taylor’s

August – December 2017 Design Studies 3: Changes & Conflict | DST60403

Prepared by:

Checked and approved by:

Module Leader: Noranis Ismail Date: 14 August 2017

Prog. Director IMD / GCD Mohd. Asrizal Razali / Vinod J. Nair Date:

MODULE WEEKLY PLAN WK W1 W2

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Topic Introduction to module Effects of social classes transformations Culture jamming – organized effort to break consumerism Creative classes Rise and affects to design culture Design as a political and social tool

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Common ethical conflicts in visual design

Digital social media identity W7

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Animation growth and conflicts Future of design and visualization concerns Self directed weeks Self directed weeks

Contents Student's Handbook A short introduction to the module change and conflict. A review on the transformation of social classes over the centuries. Assignment 1 – Briefing, building concepts & artistic directions Study on organized social activist effort to break the consumerism stereotypes and its relation to graphic design. Assignment 1 – Creating visuals from art directions A look at the rise of creative class driven by economy and technology changes Assignment 1 – Writing creative narratives Study the use and manipulation of visual images as tools for political and social propaganda. Assignment 1 – Narratives and visuals compilation Assignment 2 – Briefing, deciding on the topics Common miscommunications errors in graphic design especially in crosscultural context. Assignment 1 - Submission Assignment 2 – Topic study & literature review Understanding online web consumer behaviour and corporate identity in digital social media Assignment 2 – Discussion, art direction and solution for video & visuals Reviewing the historical records of animation’s use and evolution over time. Assignment 2 – Finalizing video & artworks ideas Possible future exploitations of visual communication as an effective tool in the future. Assignment 2 – Video & artworks progress Assignment 2 – Video & artworks progress Assignment 2 – Video & artworks progress

Group Work Final Presentation & Submission

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Delivery Discussion

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Lecture Tutorial

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Lecture Tutorial Quiz 1 10%

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Lecture Tutorial

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Lecture Tutorial Quiz 2 10%

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Lecture Tutorial

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Lecture Tutorial Quiz 3 10%

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Lecture Tutorial

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Lecture Tutorial Quiz 4 10%

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Tutorial Discussion Tutorial Discussion Presentation

* Note: This module outline is subject to change with short notice.

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