FA4004 - Introduction to Fashion Communication

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What will I learn on this module?

This practical and theoretical module provides an introduction to the study of Fashion Communication. You will explore the notion of brand through creative and commercial concepts, examine how cultural influences can be used within a fashion context, and engage in the study of semiotic meaning within fashion and cultural imagery.

This module examines the holistic process of gathering, generating, collating and presentation of visual and textual research in the exploration and dissemination of fashion based phenomena, by examining a variety of genres, movements and styles. You will use appropriate methods to locate relevant sources of research and apply personal judgement in assessing, interpreting and presenting the findings.

You will be introduced to the teaching processes and learning environment of the School of Design and Northumbria University, and gain an understanding of the critical and cultural role of fashion within the wider communication and media industries, beginning to locate your own practice in these evolving contexts.

Core skills and understanding developed on this module will provide a foundation to your learning throughout the year and programme, and the introduction of professional practice awareness will lay the groundwork for your future career aims and ambitions.

How will I learn on this module?

Learning and teaching strategies on Fashion Communication encourage you to acquire a flexible and imaginative approach to problem solving through enquiry-based learning. You will become an active participant in your learning, integrating practice with academic and intellectual skills. The module is delivered through a series of lectures, workshops, directed and independent learning. We expect you to get involved in the learning process of being a Fashion Communication student through group discussions, activities, opportunities in workshops to practice applying the knowledge and information presented, and each week, to complete task work related to the week’s sessions.

Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice. Enquiry-based learning is integral to this process, encouraging individual intellectual freedom and a creative collaborative community. Exploration of methods and processes enables you to display evidence of creative thinking through the investigation and communication of concepts that have relevant focus and purpose. This type of experiential activity engages you in self-initiated research, encouraging independent judgement and critical self-awareness.

You are encouraged to advance your visual literacy and to be aware of current issues and debates. Working in groups, you learn to be flexible and collaborative, to identify and redefine problems in a creative way and focus on solutions that are both relevant and empathetic. Traditional, new and emerging technologies are used both in the delivery and realisation of outcomes, and you will learn to present your work and ideas to a variety of audiences in different situations.

Traditional, new and emerging technologies are used both in the delivery and realisation of outcomes, and you will learn to present your work and ideas, using a range of media and communication tools to a variety of audiences in different situations. Students will use dedicated Mac Labs and studio based iMacs to create digital portfolios and presentations; use of the photography studio and faculty film cameras will be introduced, and video tutorials and digital reading / research materials are available through the module site to support learning and understanding. Technologically led learning on the module will include digital online submissions of written elements through ‘Turnitin’. Formative interactive feedback quizzes will monitor students’ understanding of module themes and issues. You will use appropriate software to compile and create presentations of research, and workshops will help you to develop your skills in these methods.

How will I be supported academically on this module?

At the beginning of your programme you will be allocated a Guidance Tutor who will be able to provide advice and support in relation to your academic, personal and professional development. Formal guidance tutorials will allow you to reflect on what you have achieved and identify your strengths and weaknesses.

Studio tutorials with module tutors provide advice on the direction of your work and whether you are meeting module learning outcomes. These normally take place during timetabled sessions, and will help you to progress your ideas.

• Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice.
• All students have induction sessions at the start of each level
• Library support induction sessions introduce students to the support available for Study skills, IT skills, Information skills
• Additional study skills materials and workshops are available through Skills Plus at http://nuweb2.northumbria.ac.uk/library/skillsplus/topics.html?l3-0.
• Students are expected to maintain a personal development plan (PDP) and are encouraged to take responsibility for their own learning
• English language support is provided for international students
• University student services offer specialist support e.g. financial, disability, mental health, international student support etc.
• Careers support is introduced in Level 4, developed and explored through live projects in Level 5, with individual career guidance in Level 6 in relation to student career aspirations and intentions
• eLP includes all relevant documentation e.g. module guides, lecture material, reading lists together with discussion boards and notices
• Project briefs are normally introduced via a briefing session, where the brief is fully explained and explored by both staff and students
• Visiting professionals support relevant and current practice.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
1: Show a foundational knowledge of the fashion communication industry through essay writing

2: Demonstrate your awareness of cultural and contemporary issues through the investigation of fashion communication and realised through a research process book.

Intellectual / Professional skills & abilities:
3: Identify, review and discuss design related issues or topics in a scholarly manner as evidenced through essay writing

Personal Values Attributes
4: Evaluate your own progress, exercise self-criticism and analysis in the resolution of a professional output

5: Evidence your communication skills in Fashion Communication through one or more of the following channels; written, visual, oral, aural.

How will I be assessed?

Assessment will be conducted through:

Formative feedback received from tutors and peers during studio and workshop engagement.

Formal formative feedback
Formal formative tutorials will provides feedback and informally record academic progress. There will be 3 formal formative assessment points where you will be given verbal feedback and a letter grade to indicate the level at which you are currently achieving the MLOs. This provides you with the opportunity to apply the feedback to your existing work and improve your competencies before your final summative assessment. These 3 points are;

Presentation of Creative Research Process Book (KU2, PVA5) Week 5

Formative tutorial session to support the development of the brand essay Week 6

Professional Practice Portfolio
Including: Learning skills process folder; CV and covering letter (PVA4 / PVA5) Week 7

Summative assessment
By collecting a variety of evidence/outputs from the learner via multiple dimensions (coursework, observations, presentations, etc.) Tutors will assess the learner’s overall performance holistically with a (single grade/ single grade in multiple components)

Brand Essay (KU1/ IPSA3) Week 7

Final Portfolio submission, including a selection of work exploring the notion of brand through creative and commercial concepts, and a 500 word project evaluation (KU2, PVA4, PVA5) Week 8

Other
Additional forms of assessment practice may take place within projects in the form of peer assessment/ self-assessment which may contribute to the overall module outcome.

Pre-requisite(s)

N/A

Co-requisite(s)

N/A

Module abstract

In this introduction to the study of Fashion Communication, you will explore the notion of brand through creative and commercial concepts, examine how cultural influences can be used within a fashion context, and engage in the study of semiotic meaning within fashion and cultural imagery. This module examines the holistic process of gathering, generating, collating and presentation of visual and textual research in the exploration and dissemination of fashion based phenomena, by examining a variety of genres, movements and styles.

You will be introduced to the teaching processes and learning environment of the School of Design and Northumbria University, as well as an introduction to the Fashion Industry and subject area of Fashion Communication, through lectures and studio workshops. Core skills and understanding developed on this module will provide a foundation to your learning throughout the year and programme, and the introduction of professional practice awareness will lay the groundwork for your future career aims and ambitions.

Course info

UCAS Code WP29

Credits 40

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2019 or September 2020

Fee Information

Module Information

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