Communication Models for MM - Introduction.

This module is intended to provide you with a basis for designing multimedia representations within the context of a sophisticated communication strategy, rather than simple creating representations on an intuitive basis. This module explores a set of theoretical frameworks which can support both criticism and design, taking multimedia students beyond naive, subjective judgements of quality. The module also attempts to develop a coherent approach to the various elements which make up multimedia, by providing an approach to thinking about communication applicable across different media.

The emphasis in this module is on applying theory to practical criticism and practical design - it is important that you see theories of communication and media as relevant to understanding real media products, and as relevant to producing real media products. To this end, the work of the module is centred around an assignment which requires both design and criticism. In a departure from the practice on many of our modules, there will be a heavy reading programme - it will be difficult for you to perform well unless you are prepared to both read widely and explore a variety of work by designers, artists, writers and film-makers.

It is important that this module is not seen as an enforced 'artistic' exercise - the media artifacts which you criticise or design can be drawn from the worlds of education, commerce or art. Communication theory spans all forms of human communication. This work should be seen as relevant to all multimedia applications. Inevitably, this module gives shallow coverage of a wide range of topics - topics which could be and are the basis of entire degrees - so this initial engagement should be seen as the first step in an ongoing process of deepening your design thinking.

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1. Notes and Supporting Materials.

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2. Lecture and Tutorial Programme.

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3. Assignment.

Your assignment has two related parts. The creation of a portfolio of multimedia 'posters', and the writing of an essay that explains, in theoretically-informed terms, the meaning that these posters are attempting to convey. In addition, there is a short examination on the theory covered in the lectures.

In more detail:

• You should produce a portfolio of 8 multimedia posters. For our purposes a multimedia poster is an animated, and sometimes interactive, version of the standard printed advertising or information poster. It should be possible to absorb its message in passing, so an animation run-time of about 15 seconds would be appropriate. You might also see it as a tv advert, but of reduced means - it isn't going to be something scripted, acted and filmed. Some tv adverts with simple animations and voice-over might qualify as 'multimedia posters' in the sense which I am trying to convey. The subjects of the posters are up to you: they can be intended to educate, inform, advertise, provoke or entertain. The only requirement is that the message, and the means by which it is communicated, has been carefully thought through. You might produce a series of related posters, or go for variety - you might have linking elements or contrasts. Produce 4 purely passive animated posters, and 4 with some element of interaction ... keep the interaction down to a few simple clicks or mouse movements. The implementation technology is up to you, but Flash or Director seem the obvious choices
• To accompany your posters you should write an essay of about 2500 words. This should explain the design thinking behind your posters. You should blend an explanation couched in the terms of the theory covered in the module with insights into your practical, intuitive design processes ... the two aspects should combine symbiotically in your essay, as they should in your design thinking - a blend of head and heart, intellect and intuition. You should include appropriate academic references in your essay, using an approved reference method (preferably the Harvard system). This essay should be delivered in the traditional medium of paper.

You should bring your poster collection together in a 'virtual gallery' and supply it on either cd-rom or zip disk (100Mb) - this should be firmly attached to your essay, which should be comb-bound or bound in a plastic folder. Both should be handed in together by the Friday of week 12.

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4. Assessment Criteria.

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