Postgraduate

MCH3012 : Fashion, Communication and Culture

Semesters
Semester 2 Credit Value: 20
ECTS Credits: 10.0

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

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials21:002:00Intro & concluding lecutures. Non-synchronous, online
Structured Guided LearningLecture materials84:0032:002 hours of content weighted at double time to complete. Non-synchronous online
Guided Independent StudyAssessment preparation and completion160:0060:00Preparation and completion of summative assessment
Guided Independent StudyDirected research and reading94:0036:004 x hours reading per week
Scheduled Learning And Teaching ActivitiesSmall group teaching91:009:00Seminars based upon lecture themes Present-in-person
Scheduled Learning And Teaching ActivitiesDrop-in/surgery22:004:00Synchronous online Q&A session framed around assessment portfolio/feedback.
Guided Independent StudyIndependent study92:0018:002 x hours of research/skills practice per week
Guided Independent StudyIndependent study130:0030:00Preparation and completion of formative assessment
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time91:009:00Synchronous online workshops/‘webinars’.to help prepare and build portfolio for final assessment.
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. A blended approach combining lecture materials, informal discussions, small-group work and informal presentations will be combined with private study and creative projects/journaling which explore key aspects of fashion communication in social and professional context.

Assessment Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

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

Other Assessment
Description Semester When Set Percentage Comment
Portfolio2A100Creative portfolio incorporating 2 x fashion components, plus a reflective journal. Equivalent of 3000 words
Formative Assessments
Description Semester When Set Comment
Written exercise2MPortfolio plan (equitv of 1,000 words) for 2 pieces (1 side of A4 in Word or 1 Powerpoint slide per piece) and indication of journal
Assessment Rationale And Relationship

Given the amount of labour involved in producing the final portfolio and the revised 100% weighting for 2020/21, the formative assessment provides students with an opportunity to submit preliminary plans and rough work for their final portfolio pieces in order to receive feedback and enhance work.

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 assessment comprisesconstitutes 100% of the final grade in order to reflect the module emphasis upon professional and creative practices in fashion communication.

Reading Lists

Timetable