Module Catalogue 2019/20

MCH3012 : Fashion, Communication and Culture

  • Offered for Year: 2019/20
  • Module Leader(s): Dr Steve Walls
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semesters
Semester 2 Credit Value: 20
ECTS Credits: 10.0
Pre Requisites
Code Title
MCH2034Introduction to Public Relations
MCH2068Journalism Practice
MCH3063Advertising and Consumption
MCH3063Advertising and Consumption
Pre Requisite Comment

Students will be required to engage with social/cultural theory alongside media practice elements so will need some formal grounding in associated disciplines. At undergraduate level MCH3063 is a perfect foundation for this module but MCH2034 & MCH2068 have appropriate industry focus to also provide firm foundations as pre-requisites. One of these modules should be taken as a pre-requisite prior to 2019/20. At MA level, MCH8057 is a firm foundation for the module.

Co Requisites
Code Title
MCH8057Media Analysis
Co Requisite Comment

N/A

Aims

This module aims to:
1.       explore the field of Fashion communication & culture.

2.       examine creative and critical skills in fashion communication strategies and practices.

3.       apply interdisciplinary approaches to the study of fashion in society.

4.       outline integrated forms of fashion communication in multi-media context of contemporary culture.

5.       investigate the cultural context of specific consumer groups

6.       Assess creative and professional communication strategies that meet client brand profiles and appeal to specific consumer demographics.

7.       Map specific routes to engage with/facilitate the creative process when designing communication strategies in the fashion industry.

Fashion plays a huge role in the everyday lives of individuals, has been characteristic of various cultural groups /social movements and iconic of historical periods. All fashion is transmitted through advertising, promotion or communication. This module will examine the cultural relevance of fashion and the professional contexts of fashion communication in relation to the perspective of cultural studies. It will provide a critical map of the field and bring together work on fashion communication in media & cultural theory, journalism, advertising, public relations, events management and graphic/visual studies.

Through these fields, the module will show the complex social relations between fashion, culture, markets and commercial communication. Links are made between brand aesthetics, creativity and context. Individuals consume fashion messages in various ways and locations: questions of place and identity, aesthetics and broader cultural/global practices are explored. Particular attention is given to the media and new communication technologies as points of overlap and exchange between the local and the global, between organization and culture, the individual and brand. Specific attention will focus upon the various communication strategies used in relation to fashion including advertising, branding, magazine editorials, fashion journalism, Public Relations, fashion event management, blogging and social media strategies.

Outline Of Syllabus

Fashion Theory
Fashion History & Cultural Movements
Fashion Branding
Fashion Markets
Creative Communication
Fashion Advertising
Creative Concepts
Fashion Editorial & Journalism
Digital Communication for Fashion
Fashion Bloggers
Fashion PR
The Fashion Show

Learning Outcomes

Intended Knowledge Outcomes

At the end of the module students should be able to:

1. demonstrate knowledge of interdisciplinary approaches to the study of fashion communication and culture as well as an understanding of the significance of fashion in local and global contexts;

2. show understanding of relevant social, media & cultural theories and professional approaches towards fashion communications in the spheres of advertising, fashion journalism & editorial, PR & event management;

3. illustrate evaluation, planning and execution of fashion communications in terms of branding and context;

4. construct a professional portfolio of work that illustrates creative process, evaluation and reflection.

5. develop specialisms on the basis of specific interest (e.g. menswear, womenswear, accessories, interiors, commercial, luxury) and modes of delivery (e.g. advertising, editorial, branding, event management, PR).

6. identify the importance of client profile, product and target market when designing communication strategies/materials/practices appropriate to the contemporary fashion industry.

Intended Skill Outcomes

Skills in the analysis of texts and practices.
Creative Processing, Production and Evaluation.
Group work and group planning.
Essay writing and researching.
Presentations.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion160:0060:00Theoretical essay & Fashion Communication portfolio
Scheduled Learning And Teaching ActivitiesLecture122:0024:00N/A
Guided Independent StudyDirected research and reading122:0024:002 hours reading per week
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00Seminars based upon lecture themes
Scheduled Learning And Teaching ActivitiesWorkshops22:004:00Workshops to help build portfolio for final assessment
Guided Independent StudyReflective learning activity120:0020:00N/A
Guided Independent StudyIndependent study140:0040:00N/A
Guided Independent StudyIndependent study120:0020:00Portfolio preparation
Total200:00
Teaching Rationale And Relationship

The module aims to encourage the development and comprehension of contemporary issues and ideas in fashion communication, culture and everyday life. Theories of fashion, fashion history and identity will be discussed in relation to advertising, journalism, PR and digital media texts. Lectures introduce and develop ideas and group work, practical work/ discussions allows students to consider material in greater detail, think critically about the creative process and engage with theoretical/professional issues. A mixture of lectures, informal discussions, small-group work and spoken group presentations will be combined with private study, essay writing and creative projects/journaling which explore key aspects of fashion communication in society.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay2M25Theoretical essay 1,500 words on either: Fashion theory or Fashion history
Portfolio2A75Creative portfolio incorporating 3 of fashion components noted in assessment rationale, plus a reflective journal. 2500 words
Assessment Rationale And Relationship

Formal assessment
Theoretical essay allows students to:
-       show familiarity and knowledge/understanding of relevant theories and concepts as well as the cultural influence of fashion culturally/historically
-       illustrate critical skill in evaluating established academic work/research in relevant fields and applying material to appropriate case studies/contextual examples.
-       Research and source relevant material
-       design and structure assessment content in an effective and suitable academic style
-       demonstrate creativity and complexity in terms of selection of and engagement with material/cases/contexts
This first component relates specifically to the more theoretical side of the module and upon exhibiting ‘traditional skills’ in researching, designing and structuring theoretical/critical essays.

Fashion Communication Portfolio allows students to:
-       show a combination of commercial awareness, critical reflection and creative communicative practice
-       build a small portfolio of work that exhibits practical, creative, theoretical, critical and evaluative skills.
-       Identify the significance of branding, contextual factors and nuances of consumer markets when formulating appropriate communication strategies
-       Critically reflect upon the creative process in fashion communication
-       Explore traditional and innovative techniques in fashion communication
This second part of the assessment comprises a higher percentage of the final grade in order to reflect the module emphasis upon professional and creative practices in fashion communication. Students will have flexibility in terms of options but will be expected to write 2500 words in total that can comprise of strategy outline/reflective commentary to accompany creative content, press releases/journalistic writing or event planning. Each of these outlines/reflective commentaries enable students to illustrate key knowledge, understanding and critical skills alongside creative material. The Portfolio also aims to allow students to demonstrate transparency and critical reflection of their own creative and communicative processes through submitting a ‘reflective journal’ that is in support of the assessment but not included in the word count.

Both assessments stress the importance of working to deadlines and meeting goals.

Fashion Communication Portfolio, assessment: - A creative portfolio that incorporates 3 x components from the following:
Fashion advertising campaign
Fashion editorial
Fashion journalism piece
Fashion PR press release for a designer/brand
Fashion event plan
Plus
Reflective journal detailing the process of creating the portfolio outputs (not included in word count)
Word limit: 2500 words

Timetable

Past Exam Papers

General Notes

N/A

Disclaimer: The information contained within the Module Catalogue relates to the 2019/20 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2020/21 entry will be published here in early-April 2019. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.