Unit 4 Creativity and Context

 Level Level 4 FHEQ

Location within Course Weeks 1 – 30

Credit Rating 20 Credits

Indicative Learning Hours 200 hours

Notional Contact Hours 40 hours

Access to Supervised Facilities 80 hours

Independent Study 80 hours


The first part of this unit draws upon both practice and theory in the development of a conceptual understanding of the formation of modernity and modernism realized through a studio brief and a short piece of writing.

This is followed by series of lecture/seminars discussing the way new technology and its concomitant social and economic relations change and shape the way cultural practice is employed within visual communication.


Indicative Content

• Modernity and modernism – the urban as an experiential site of change and flux and a Modernist engagement through practice within this space.

• Communication technologies as mediations on the world and their effect on our understanding.

Personal and Professional Development

Recognise learning skills required for your academic development and take responsibility for your own learning.

Demonstrate basic communication skills.

Learning and Teaching Methods

Lecture and seminars

Gallery visits/tours.

Self-directed learning.

Professional speakers talks

Learning Outcomes

On successful completion of this unit, you will be able to achieve the following

learning outcomes:

Unit 4 Learning Outcomes Marking Criteria


1. demonstrate knowledge of key principles of Graphic

Design Communication history, theory, and context in

particular, the debates relevant to modernism, modernity

and communication technology.


Subject Knowledge

2. develop lines of enquiry in your critical research through

your evaluation and interpretation of information, and the

articulation of your position within cultural and historical



3. communicate your ideas and findings accurately using

structured and coherent arguments and some specialist

language and conventions.

Communication and Presentation

UAL Marking Criteria

Your work in this unit will be assessed against University of the Arts marking criteria, which are designed to give you clear feedback on your achievement. The table above indicates how they relate to the unit learning outcomes.

The full marking criteria descriptions for Learning Outcomes and UAL standard student feedback form for assessment can be found under

Section 7, Assessment and further information can be found on the Assessment website at:


Assessment Evidence

• A design-led brief with a corresponding 700 word précis exploring modernism and modernity.

• A 2000 word essay with full bibliography.

You should always acknowledge anyone else’s ideas that you use in your essays by quoting the source of information. All references must be properly acknowledged using Harvard conventions. Guidance on Harvard referencing can be found at:


Holistic assessment

Assessment of this unit is holistic, so there will be no breakdown of grades for the different assessment elements listed above. Instead, the assessment elements will be considered together, and the tutors will use their academic judgment to arrive at a grade for the unit as a whole.

Recommended Texts and Resources

Berman, M. (1983) All that is solid melts into air. Verso.

Greenhalgh. (1991) Modernism in design. Reaktion.

Murphie, A. & Potts, J. (2003) Culture and technology. Palgrave.

McLuhan, M. (1964) Understanding media: the extensions of man. London:

Routledge and Kegan Paul.

Trend, D. (2001) Reading digital culture. Blackwell.

Wells, L. ed. (1994) Photography: a critical introduction. Routledge.

Wollen, P. (1993) Raiding the icebox. Verso


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