Knowledge

The student...

knows the basic theories of digital content production, visual communication, branding, herein also visual rhetoric and semiotics (ie the doctrine of characters)
has knowledge and understanding in the field of visual communication. In addition, knowledge of issues to consider when selecting a form and medium for their visual products. Functional aestethics and media- specific characteristic are given weight in the planning process
can account for the selection of channels and purpose of the message to a specific audience in their own productions
can understand and assess own productions and the economic consequences different choices have in relation to the visual expression and form
can explain how the impact of visual communication affects branding and design strategy (Film and photos), and how to adopt relevant measures in order to achieve successful visual branding
has an overview of how the role of photography in visual communication has evolved radically through the use of digital media and new media channels and insight into how the use of images in our culture vary in commercial or political scenarios and the ethical implications in communicating in these environments and can pursue their goals through the planning of content in their images
knows how to communicate to different audiences through planning of strategic visual communication
has knowledge of how the multimedia production can be a carrier of culture in society and act as a socially engaging force
understands how to influence publics through the use of visual retoric
has insight into the theoretical aspects of visual communication, as well as understanding and training in the use of photography and film as strategic tools

Skills

The student...

can make their own decisions on which strategic visual communications and channels should be used to ensure the highest possible efficacy against a defined audience
can identify and prioritize target audiences for the visual communication
can identify and create a message in their multimedia communication that hits a prioritized target group
can carry out photographic projects based on solid visual knowledge and technical skills
masters the technical photography in relation to the photographic triangle and general understanding of the lens
can use different methods in planning multimedia storytelling, use of different visual tools, postproduction and identify the factors that can be influenced and planned in visual storytelling in order to influence a specific audience
can produce both photographs, audio and film into a coherent story
can independently plan and produce simple multimedia productions, portrait interviews, short reportages and short visual stories that can be used in a corporate communication or journalistic context

General competence

The student...

has knowledge of what visual rhetoric is as an academic discipline
has insight into how to ethically reflect on own communication in a societal perspective
has insight into theoretical evaluation of visual expressions
has greater expertise in photography and multimedia communication and the use of this in different channels for a future employer
can explain what visual contributions that could fit the various channels in a campaign
can identify and evaluate a client's needs for visual / multimedia communications based on analysis and translate this knowledge into visual communication
has expertise in strategic thinking, communication, creativity, idea development and planning of a message in various media
can interact with other visual communication professionals in order to achieve a targeted communication to a specific group
can use visual storytelling as branding in social media

Subject description MHV2100

Digital content production

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English name

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