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2010/1 Module Catalogue
Module Provider: English Short Name: ELI2008
Level: HE2 Module Co-ordinator: DOLOUGHAN F Dr (English)
Number of credits: 20 Number of ECTS credits: 10
Module Availability
Semester 1
Assessment Pattern

Unit(s) of Assessment


Weighting Towards Module Mark( %)


Essay of 2000 words




Production of a short visual narrative




Critical analysis of a multimodal text




Module Overview

This module will deal with the various contexts (social, political, institutional and cross-cultural) which may impact upon text production and reception; and will raise awareness of the possibilities and limitations of different modes and media and their creative and critical potential. Specifically, it will focus on the ways in which the visual and verbal interact in contemporary design and production contexts and seek to translate this awareness into enhanced textual production.


It is assumed that students doing the CW Pathway will have successfully completed the relevant module at HE levels 1.

Module Aims

Building on the concepts and resources introduced at level 1, the module aims to introduce students to:


  • meaning-making practices and text design in relation to the societal, cultural and technological forces shaping their production


  • the various modes of interaction between visual and verbal modes


  • the grammar of visual design


  • the affordances and constraints of different modes and media
Learning Outcomes

By the end of the module, students should be able to:


  • Demonstrate understanding of the forces shaping textual production


  • Evaluate the effectiveness with which particular modes and media are employed in specific contexts


  • Evidence understanding of the possibilities and limitations of the verbal and visual modes and the dynamics of their interaction


  • Show evidence of further development of critical reading skills
Module Content

Week 1




Introduction to Module: Language and Society


This lecture gives an overview of the module, its rationale and the themes and aspects to be covered in the course of the semester. It hen focuses specifically on the question of the relationship between language and society.



Week 2




The New Literacies


Drawing on the work of Gunther Kress and others, we discuss the ways in which literacy practices have changed/are changing and what the consequences of this might be for text design. In particular we consider how some contemporary writers avail themselves of different modes in their work and how they achieve specific effects through the choice of particular modes.



Week 3




Communicating across Cultures


This session considers the impact of culture on communicative practices, including the construction of dialogue and cultural representations in written text and film. We look at some contemporary examples before going on to discuss the implications for creative practice.



Week 4






This lecture explores what is meant by multimodality and how it is made manifest in a range of creative and performative texts.



Week 5




Multimodal Discourse Analysis


This lecture examines the need for methodologies appropriate to the analysis of multimodal texts and discusses some models and instruments for doing this.



Week 6




The Grammar of Visual Design


This session examines ways of reading images drawing on the visual semiotics of Kress and van Leeuwen (1996/2006) as well as the work of Scollon and Scollon (2003).



Week 7




Visual Narratives I


In this lecture we discuss the consequences for storytelling of some of the differences between the visual and the verbal. We also think about their interaction with respect to narrative.



Week 8




Visual Narratives II


This lecture examines the extent to which ways of ‘reading’ and ‘viewing’ may hold across the arts with particular emphasis on the visual and the verbal.



Week 9




Electronic Media and Film


In the previous few sessions we have talked about storytelling in the visual and verbal modes. Today we continue this theme but in relation to their realization in different media. We look at the consequences of telling a story through film (the big screen) and online.



Week 10




Print Media


This lecture examines debates around the facilities of different types of media with a focus on print-based media and the consequences of the move from page to screen.



Week 11




Narrative Media


This lecture focuses on the possible impact of storytelling across different media.



Christmas Vacation



Week 12





Weeks 13





Weeks 14





Week 15


Reading week preparing materials for semester 2 modules



Assessment Deadline;



Critical Analysis: 12pm Wednesday 10th November 2010


Visual Narrative: 12pm Wednesday 1st December 2010


Essay: 12pm Wednesday 12th January 2011

Methods of Teaching/Learning

As well as a 1-hour lecture, this module has a scheduled 2-hour weekly seminar/workshop. Students will be assigned to a group and should attend the seminar/workshop to which they are assigned at the same time every week. The first hour of the seminar/workshop will be facilitated by the module tutor and is compulsory; the second hour is optional and is intended to provide space for peer critique and input and to allow for drafting and re-drafting of work done in class. All pieces of work, both formative -- that is work not done for a grade but on which some constructive feedback is given -- and summative -- work which is part of the formal assessment regime and receives a mark – can provide material for student portfolios

Selected Texts/Journals

Recommended Reading


Bal, M. (1997), “Visual Stories”. In Narratology: Introduction to the Theory of Narrative (Second Edition). Toronto, Buffalo, London: University of Toronto Press Incorporated, pp. 161-174.


Barthes, R. (1981), Camera Lucida. New York : Noonday Press


Chatman, S. (1981), “What Novels Can Do That Films Can’t (and Vice Versa). In W.J.T. Mitchell (ed.) (1981), On Narrative. Chicago and London: University of Chicago Press, pp. 117-136.


Doloughan, Fiona J. (2010), “Multimodal Storytelling: Performance and Inscription in the Narration of Art History”. In R. Page (ed.) (2010), New Perspectives on Narrative and Multimodality. New York and London : Routledge, pp. 14-30.


Fairclough, N. (1989), Language and Power. London : Longman


Harrison, B. (2002), “Photographic Visions and Narrative Enquiry”. In M. Andrews (ed.) special issue on ‘Counter Narratives’, Narrative Inquiry 2002


Hutcheon, L. (2006), A Theory of Adaptation. New York and London : Routledge


Jewitt, C., T. van Leeuwen, and T. Triggs (eds.), Visual Communication. London : Sage


Kress, G. (2001), Multimodal Discourse. London: Arnold


Kress, G. and T. van Leeuwen (2006), Reading Images: The Grammar of Visual Design. London and New York : Routledge


Levine, P. and R. Scollon (eds.) (2004), Discourse and Technology: Multimodal Discourse Analysis. Washington, D.C.: Georgetown University Press


O’Halloran, K.L. (2004), Multimodal Discourse Analysis: Systemic Functional Perspectives. London : Continuum Linguistics


Ryan, M-L. (2003), “On Defining Narrative Media”. In Image and Narrative, Online Magazine of the Visual Narrative, Issue 6.


Shi-xu, (2005), A Cultural Approach to Discourse. Basingstoke and New York : Palgrave MacMillan


Sontag, S. (1978), On Photography. London : Penguin


Synder, I. (1998), Page to Screen: Taking Literacy into the Electronic Era. London

Last Updated

5 July 2010 JG