“Theory” section:
- Master the concepts and theories covered in the course
- Distinguish between different semiotic approaches and the contributions of different authors
- Apply theoretical concepts to practical cases (examples seen in class)
“Project” section:
- Use the theoretical concepts in a relevant way to reflect on the design of a communication device
- Propose a communication tool that makes sense in terms of communication objectives and target audience
- Be creative in the design of the device
- Be rigorous in the use of concepts
- Adopt an approach based on in-depth reflection
- Demonstrate analytical skills
The aim is to master the main theoretical concepts relating to the three semiotic approaches presented. It also aims to acquire an analytical approach, using the concepts covered, in order to understand how meaning is formed in different communicative tools.
The theoretical content covers three main semiotics approaches: structural, pragmatic and cognitive. In order to anchor the theoretical concepts in concrete situations, the course proposes to work on a project. In articulation with the “Communication d’entreprise” course, students will respond to a request from a real client, and design and analyze a communication tool using the theoretical concepts.
The three main semiotic approaches form the theoretical framework of the course:
1) Structural approach
a. The fundamental model: general linguistics
b. To a structural semiology
2) Pragmatic approach
a. Enunciation
b. Deictic context
c. Relational context
3) Cognitive approach
a. The sign-thinking
b. Understanding from signs
- The Relevance Theory
- The Conceptual Metaphor Theory
- The Conceptual Blending Theory
Three workshops to work on the project
Students are evaluated through an individual oral examination. This is focused on mastery of the theoretical part and on the ability to analyze the communication tool produced by the students, on the basis of the analysis grids provided.
In addition, the quality of the communication tool produced by the small groups and its presentation to the jury is evaluated as a group work. Students' participation in the three workshops and the jury are taken into account in the evaluation. In case of absence, justification is required.
In case of unjustified absence (workshops, jury and/or oral examination), the result will be 0A/20 for the course evaluation in the first session.
A consultation of the evaluation is scheduled for the week following the release of the results. Students must make an appointment by email with the teacher. The consultation will take place online via Teams.The use of tools such as generative artificial intelligence is authorized only to help create the communication tool of the project.
- Verhaegen Philippe, Signe et communication, Brussels, De Boeck, 2010
- Meunier Jean-Pierre & Peraya Daniel, Introduction aux théories de la communication, Brussels, De Boeck, 3rd edition, 2010
- Lakoff George & Johnson Mark, Metaphors in Everyday Life, Paris, Les Editions de Minuit, (translated from the American by M. de Fornel), 1985
- Fauconnier Gilles & Turner Mark, The way we think. Conceptual blending and the mind's hidden complexities, Basic Books, 2002
| Training | Study programme | Block | Credits | Mandatory |
|---|---|---|---|---|
| Bachelor in Information and Communication | Standard | 0 | 5 | |
| Bachelor in Information and Communication | Standard | 3 | 5 |