PROPOSAL: ART AND DESIGN MAJORS AND MINORS DEPARTMENT OF COMMUNICATION AND THE ARTS

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1 PROPOSAL: ART AND DESIGN MAJORS AND MINORS DEPARTMENT OF COMMUNICATION AND THE ARTS The Department of Communication and the Arts proposes the revision and merger of existing majors, minors and certificates from the former Department of Art, Music and Design and the Department of Communication. After the merger of the two departments in 2011, art and design faculty assessed the design curriculum from each department and worked to eliminate redundancies and to reorganize and streamline the majors and minors. We propose the major Art and Design with three tracks: Art and Design Major- Fine and Digital Arts track (51 credits) Art and Design Major- Graphic Design and Advertising track (51 credits) Art and Design Major- Interactive Multimedia track (51 credits) The Fine and Digital Arts track updates the former Fine Arts major by including a digital component. Digital Painting, Digital Photography, Digital Illustration (Drawing as Design) and Multimedia classes utilize the computer as a creative tool and insure that our students graduate with both traditional and digital skills. A capstone class, Art and Design Portfolio Seminar, and a theoretically based art history class, Looking at Art and Visual Culture, have also been added to the Fine and Digital Arts track. The Graphic Design and Advertising track updates the Graphic, Interactive and Advertising Design major. Changes to this track include updating the electives and eliminating courses that are no longer taught. Students are required to take either Art and Human Needs or Looking at Art an Visual Culture for their College of Arts and Sciences Aesthetics requirement as they are the most relevant options for this print media track. The Interactive Design and Multimedia track updates the former Interactive Media track of the Broadcasting, Visual, Interactive Multimedia major. This major needed the most restructuring. There was no correlation between the major s name and curricula structure. The former track had only one interactive course and seven graphic design print courses. Two additional courses were no longer offered by the department. We therefore transposed the credit distribution to add 11 interactive and multimedia courses and 4 graphic design courses. The Certificate in Computer Graphics was eliminated for its redundancy (similar to the Graphic Design and Advertising curriculum). We propose the following five minors: Fine and Digital Arts (18 credits) Graphic Design and Advertising (18 credits) Interactive Design and Multimedia (18 credits) Web Design (18 credits) Animation (18 credits)

2 Minors in Fine and Digital Arts and Graphic Design and Advertising underwent minor revisions. Digital media electives were added to the Fine and Digital Arts minor. Art and Human Needs was added as an art history option. We cut three elective credits to reach 18 credits for the Graphic Design and Advertising minor. It otherwise remains unchanged. The Interactive Design and Multimedia minor was created so that we would have a minor for each major track. The Web Design Certificate (from Art, Music and Design) and the Certificate in Digital Media Production for the Web (from Communication) were updated and combined into a Minor in Web Design. The animation component of the BVIM Interactive Media Track was updated into a Minor in Animation. To understand the changes to the Art and Design curriculum, it helps to be familiar with the recent trends and evolution of the art and design fields. Whereas, in the past, a person was hired to fulfill a specific aspect of a project (i.e. illustration, production, art direction), now, due to the economy and face- paced developments in technology, one person is responsible for a multitude of art and design responsibilities. The proposed curriculum will allow students to build a strong foundation in one of three areas (Digital and Fine Arts, Graphic Design and Advertising or Interactive Design and Multimedia) while broadening their skills and knowledge in multiple areas through the minors. Because our B.A. students compete with students from schools that offer B.F.A. degrees, we encourage them to deepen their skills by taking one or more of the five minors. Copied below is a comparison of the B.A. and B.F.A. degrees. The 51 credit Art and Design major and five 18 credit minors were developed to help prepare our students to successfully enter the highly competitive art and design field. A good description from Wikipedia: In the United States, the Bachelor of Fine Arts degree differs from a Bachelor of Arts degree in that the majority of the program consists of a practical studio component, as contrasted with lecture and discussion classes. A typical BFA program in the United States consists of two- thirds study in the arts, with one- third in more general liberal arts studies. For a BA in Art, the ratio might be reversed. The National Association of Schools of Art and Design (NASAD), which accredits Bachelor of Fine Arts programs in visual art and design in the United States, states that "the professional degree (BFA) focuses on intensive work in the visual arts supported by a program of general studies," whereas "the liberal arts degree (BA) focuses on art and design in the context of a broad program of general studies." A Bachelor of Fine Arts degree will often require an area of specialty such as acting, musical theatre, ceramics, computer animation, creative writing, dance, dramatic writing, drawing, fiber, film production, visual effects, animation, graphic design,

3 illustration, industrial design, visual arts, technical arts, interior design, metalworking, music, new media, painting, photography, printmaking, sculpture, stage management, or television production. Some schools instead give their students a broad education in many disciplines of the arts. Although a Bachelor of Fine Arts is traditionally considered a four- year degree, a BFA program may take longer to complete because of the amount of studio course work required.

4 CURICCULUM RATIONALE B.A. Art and Design Department of Communication And The Arts Our old curriculum and course content relating to the BA in Art was too narrow and was grounded only in the teaching of aesthetics, design principles and the technical mastery of digital software. Basically we taught only skill sets. Today, fine artists, print/web interface designers, and digital media artists have had to be more fluent with information than ever before. Analysis of such content requires our students to find relevance through critical thinking skills and making good value judgments. The ability to shape information into a clear visual construct has never been more important. Computers offer new tools to this end, but the goal remains the same, and a sound education in graphic design recognizes this. Rieben stated that a good education now should essentially be 90% theory and conceptual work, and only 10% technological training. 1 The reason for this shift is in great part due to the chasm of Internet information with it s increased granularity (hyper-detail). In short, as the market continues to be more content driven, designers must think more critically and discriminately about brand messaging and information delivery. To address this our new curriculum is more aligned with 21st century communication challenges such as the use of social media marketing, digital architecture, and emedia. Our new track of interactive multimedia design will provide the necessary digital tools and applications to enter into this massively changing and growing field. Our old curriculum was mostly taught in a linear fashion with fixed protocols. The new curriculum is less restrictive, more robust, and in line with what the current industry and cultural environment is requiring. Now course projects are structured to promote non-linear problem solving. Through the new curriculum, students begin to approach visual communications through multiple directions with seamless boundaries. Here Design thinking is mural, i.e., all encompassing. For design to succeed, grow, achieve its potential, and train future leaders, we envision a new curriculum. In our vision, these new programs combine learning the art and craft of beautiful, pleasurable, well-crafted design with substantive courses in the social and biological sciences, technology, mathematics and statistics, and in the understanding of experimental methods and rigorous reasoning. 2 This allows for the development of more rich, substantive content. We believe that these changes will result in a real interdisciplinary program that will provide our students with more breadth in their education and career choices than ever before. Objective: To structure a new B.A. in Art and Design with three multidisciplinary tracks. Our old curriculum was non interdisciplinary. A silo approach to course selection provided little flexibility for students squelching their creativity. The old degrees such as the BA in fine arts, the BA in graphic design, the BA in multimedia and animation, the BA in desktop publishing, and web design were, at best, watered down versions of old BFA s found in art schools. They were far too restrictive and specialized and did not integrate the liberal and cultural arts components so necessary in communication design today.

5 The market now seeks candidates who can design for the web, provide savvy interaction models, employ useful strategies, and, most importantly, an individual who understands content management. the changes brought about by advances in computer technology include the individual designer's need to execute a range of tasks previously performed by a number of people. Thus, students need broader abilities in design, since they will have broader responsibilities in the workplace. 3 The new three-part track system we have implemented is far less constrictive removing the old career-training model allowing for multiple cross-disciplinary paths and more creative output. (See Attachments) Objective: To design a curriculum combining required core courses and flexibility in selecting electives from all three tracks. The old curriculum was far too specialized. It was simply out of sync with what the communication design industry requires today. In some disciplines I assume the same curriculum may work. But a non cross-disciplinary curriculum for a pool of art and design students like ours makes them less dynamic a not very marketable. As stated previously, the market seeks candidates who can design for the web, provide savvy interaction models, employ useful strategies and most important individuals who understand content management. The new curriculum structure affords students a real opportunity to choose those studies most appropriate to their goals. Equally, the elective quadrants within the tracks instill more experimentation and real creative discovery. Objective: To remove redundant content and eliminate Certificates and Minors that are duplications to develop more contemporary educational options for the student. Our old programs in Print and Web Design had minors and certificates that had little relevance to the marketplace. They were hybrid courses lacking integration with the BA in Art Degree, not specialized and intense programs for students wanting more rigor in a discipline,. Our first objective was to remove the duplications and then to revise the minors and certificates making them more contemporary and aligned with the new BA in Art and Design. The Result: our students will now be more marketable with an ability to multitask a communications campaign. Fine Arts Minor (18 credits) Web Design Certificate (16 credits) Graphics, Interactive Design Advertising Minor (21 credits) Certificate in Computer Graphics (18 credits) Certificate in Digital Media Production for the Web (18 credits) Fine & Digital Arts Minor (18 credits) Revised Web Design Certificate (18 credits) Revised Graphic Design and Advertising Minor (18 credits) Revised Interactive Design and Multimedia Minor (18 credits) New Animation Certificate (18 credits) New

6 Objective: To infuse in our courses strategies on how to build web content and how to deliver it through e-mobile, pads, and hand-held devices and apps. In the past five years the web has become more and more ubiquitous. As a result, Brand Marketing has fallen behind Social Context Marketing where the consumer is now in control. This is in great part due to steady increase of new delivery devices such as Droids, Pads, Apps, Games, and Operating Systems. To address this, our students will need to cultivate the ability to research and find engaging content and learn how to design architectures on new digital devices. In addressing this we have integrated courses in to the curriculum such as Designing for Mobile and APP Design. 1-2 Jeffrey Morin's article, "Integrating Technology into a Problem-solving Curriculum," in the Teaching Scholars Forum softiissue_http:// TTT 3 Dan Norman_http:// state-of-design-how-design-education-must-change

7 Department of Art, Music and Design Department of Communications Fine Arts Major (42 credits) Fine Arts Minor (18 credits) Graphic, Interactive and Advertising Design Major (51 credits) Graphic, Interactive and Advertising Design Minor (21 credits) Braodcasting, Visual, Interactive, Multimedia Major Interactive Media Track (46 credits) Certificate in Computer Graphics (19 credits) Web Design Certificate (16 credits) Certificate in Digital Media Production for the Web (28 credits) Certificate in Digital Media and Video (21 credits)

8 Department of Communications and The Arts Art and Design Majors (51 credits) Fine and Digital Arts Track Graphic Design and Advertising Track Interactive Design and Multimedia Track Art and Design Minors (18 credits) Fine and Digital Arts Web Design Graphic Design and Interactive Design and Animation Design Advertising Multimedia

9 old major: Fine Arts Major (42 credits) Note: College of A&S Core requirements: Students should take ARTH 1001 (Art and Human Needs) or ARTH 1101 (Art of the Western World) as their Aesthetics core requirement. I. Required Courses (30 credits) AART 1110 Drawing I (first year) 3 AART D Design & Color (first year) 3 ARTH 1101 Art of the Western World 3 ARTH th Century Art 3 AART 2210 Drawing II 3 AART 1217 Painting I 3 AART 1219 Sculpture 3 AART 1224 Printmaking - Intaglio 3 ARTH xxxx Art History Electives 6 II. Elective Courses (12 credits) For Fine Arts: AART 2220 Figure Drawing 3 AART 2227 Painting II 3 AART 2215 Watercolor 3 AART 1225 Printmaking - Relief 3 AART Special Topics 3 AART 2317 Digital Painting 3 COGR 2320 Still Photography 3 COGR 3325 Digital Photography 3 AART Independent Study 1-6 For Art Education: AART 2215 Watercolor 3 AART 1226 Traditional American Crafts 3 AART 2312 Digital Art and Design I 3 AART 3410 Children and the Visual Arts 3 AART Independent Study 1-6 AART xxxx Fine Arts Elective 3 new major: Art and Design Major - Fine and Digital Arts track (51 credits) Note: College of A&S Core requirements: Students should take ARTH 1001 (Art and Human Needs) or ARTH 1101 (Art of the Western World) as their Aesthetics core requirement. I. Required Courses (33 credits) ADIM 1110 Drawing I (first year) 3 ADIM D Design & Color (first year) 3 ARTH th Century Art 3 ARTH 2119 Art Since ADIM 2210 Drawing II 3 ADIM 1217 Painting I 3 ADIM 1219 Sculpture 3 ADIM 1224 Printmaking I 3 ADIM 2317 Digital Photography 3 ARTH 2101 Looking at Art & Visual Culture 3 ADIM 4312 Art /Design Portfolio Seminar 3 II. Elective Courses (18 credits) Group I (9 credits) ADIM 1225 Printmaking II 3 ADIM 1226 Traditional American Crafts 3 ADIM 2215 Watercolor 3 ADIM 2220 Figure Drawing 3 ADIM 2227 Painting II 3 ADIM 2320 Still Photography 3 ADIM Special Topics 3 ADIM 3410 Children and the Visual Arts 3 Group II (9 credits) ADIM 2230 Drawing as Design 3 ADIM 2317 Digital Painting 3 ADIM 2312 Digital Art and Design I 3 ADIM D Computer Graphics 3 ADIM 3112 Introduction to Multimedia 3 ADIM 3320 Advanced Digital Photography 3 ADIM Independent Study 1-3 *Students pursuing a double major in Education and Fine and Digital Arts may waive 9 elective credits

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11 old major: Graphic, Interactive and Advertising Design Major (51 credits) Note: A&S Core Requirement All students majoring in Graphic, Interactive and Advertising Art must take one of the ARTH Art history courses listed in the Aesthetics section of the Arts and Sciences Core Curriculum requirements. I. Required Courses (39 credits) AART 1110 Drawing I (first year) 3 AART D Design and Color (first year) 3 AART 1311 Graphic Design Advertising Art I 3 AART 1124 History of Graphic Design 3 AART 2230 Drawing as Design 3 AART 2233 Typography I 3 AART 2311 Graphic Design Advertising Art II 3 AART 2312 Digital Art and Design I 3 AART 2318 Digital Art and Design II 3 AART 2315 Art of Web Design I 3 AART 3233 Typography II 3 AART 4312 Practicum Design Seminar 3 AART 3193/3194 Design Internship 3-6 II. Elective Courses (12 credits) Group I (6 credits) AART 2215 Watercolor 3 AART 1217 Painting I 3 AART 1219 Introduction to Sculpture 3 AART 1224 Printmaking - Intaglio 3 AART 2210 Drawing II 3 AART 2220 Figure Drawing 3 AART 2227 Painting II 3 Group II (6 credits) AART 2317 Digital Painting 3 AART 2314 Computer-Assisted Illustration 3 AART 2316 Web Design II 3 AART D Package & Exhibition Design 3 AART 3133 Art Direction & Creative Strategy 3 COGR 3325 Digital Photography 3 COGR 2322 Intro to 3D Computer Graphics 3 new major: Art and Design Major- Graphic Design and Advertising track (51 credits) Note: College of A&S Core requirements: Students should take ARTH 1001 (Art and Human Needs) or ARTH 2101 (Looking at Art and Visual Culture) as their Aesthetics core requirement. I. Required Courses (39 credits) ADIM 1110 Drawing I (first year) 3 ADIM D Design and Color (first year) 3 ADIM 1311 Graphic Design Advertising Art I 3 ARTH 2124 History of Graphic Design 3 ADIM 2312 Digital Art and Design I 3 ADIM 2233 Typography I 3 ADIM 2311 Graphic Design Advertising Art II 3 ADIM 2318 Digital Art and Design II 3 ADIM 3233 Typography II 3 ADIM 2315 Web Design I 3 ADIM 2230 Drawing as Design 3 ADIM D Package Design 3 ADIM 4312 Art/Design Portfolio Seminar 3 II. Elective Courses (12 credits) Group I (6 credits) ADIM 2215 Watercolor 3 ADIM 1217 Painting I 3 ADIM 1224 Printmaking 3 ADIM 2210 Drawing II 3 ADIM 2220 Figure Drawing 3 ADIM 2317 Digital Painting 3 Group II (6 credits) ADIM 3325 Digital Photography 3 ADIM 2316 Web Design II 3 ADIM 3312 Designing for Web & Mobile 3 ADIM 2322 Intro to 3D Computer Graphics 3 ADIM 3326 Video Animation & Motion Gr. 3 ADIM 3193/3194 Design Internship 3-6

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13 old major: Broadcasting, Visual and Interactive Media Major Core Requirements COST 1600 Oral Communication (Sections CM and CO recommended) COMM 1421 Writing for the Media COMM 1670 Intro to Communication Theory COMM 2134 Communication Ethics COMM 2135 Communication Research A. Interactive Media Track (46 Credits) I. Desktop Publishing & Web Concentration ARTH 1124 History of Graphic Design AART 2312 Digital Art and Design I AART 2315 Web Design I COBF 2212 Intro to Visual Theory/Technique COGR 2111 Introduction to HTML (1 credit) COGR 2321 Typography & Elec. Production COGR 2324 Desktop Publishing COGR 3323 Presentation Graphics COGR 3325 Digital Photography COGR 3321 Publication Design COGR 5399 Senior Seminar Computer Graphics II. Multimedia and Digital Animation Concentration ARTH 1124 History of Graphic Design COBF 2212 Intro to Visual Theory/Technique COGR 2111 Introduction to HTML (1 credit) COGR 2112 Introduction to Multimedia COGR 2322 Intro to 3D Computer Graphics COGR 5399 Senior Seminar Comp. Graphics Select five of the following courses: AART D Design and Color COGR 2114 Game Design COGR 3112 Multimedia Production COGR 3322 Computer Animation COGR 3325 Digital Photography COGR 3326 Video Animation, Motion Graphics COGR 3327 Flash Animation Design new major: Art and Design Major- Interactive Design and Multimedia track (51 credits) Note: College of A&S Core requirement: Students should take COBF 2232 (Evolution of Film Art) or ARTH 2101 (Looking at Art and Visual Culture) as their Aesthetics core requirement. I. Required (39 Credits) ADIM D Design and Color 3 ADIM 2230 Drawing as Design 3 ADIM 3325 Digital Photography 3 ADIM 2312 Digital Art and Design I 3 COMM 1421 Writing for the Media 3 COBF 2212 Intro Visual Theory/Technique 3 ADIM 2112 Introduction to Multimedia 3 ADIM 2315 Web Design I 3 ADIM 2316 Web Design II 3 ADIM 3312 Designing for Web & Mobile 3 ADIM 2322 Intro to 3D Computer Graphics 3 ADIM 3326 Video Animation & Motion Gr. 3 ADIM 4312 Art/Design Portfolio Seminar 3 II. Group I Electives (6 credits) ADIM 1311 Graphic Design & Advertising I 3 ADIM 2233 Typography I 3 ADIM 2318 Digital Art and Design II 3 ADIM 2311 Graphic Design & Advertising II 3 ADIM D Package Design 3 Group II Electives (6 credits) ADIM 2114 Game Design 3 ADIM 3322 Computer Animation 3 ADIM 3327 Flash Animation Design 3 COBF 2223 Television Production I 3 ADIM 3193/3194 Design Internship 3-6

14 old minor: Fine Arts Minor (18 credits) I. Required Courses (6 credits) AART 1110 Drawing I 3 ARTH 1101 Art of the Western World 3 II. Elective Courses (12 credits) AART 2215 Watercolor 3 AART 1217 Painting I 3 AART 1219 Sculpture 3 AART D Design and Color 3 AART 1224 Printmaking - Intaglio 3 AART 1225 Printmaking - Relief 3 AART 2210 Drawing II 3 AART 2220 Figure Drawing 3 AART 2227 Painting II 3 AART 2317 Digital Painting 3 AART Special Topics 3 new minor: Fine & Digital Arts Minor (18 credits) I. Required Courses (6 credits) ADIM 1110 Drawing I 3 ARTH 1101 Art of the Western World 3 or ARTH 1001 Art and Human Needs 3 II. Elective Courses (12 credits) ADIM 2215 Watercolor 3 ADIM 1217 Painting I 3 ADIM 1219 Sculpture 3 ADIM D Design and Color 3 ADIM 1224 Printmaking I 3 ADIM 2210 Drawing II 3 ADIM 2220 Figure Drawing 3 ADIM 2227 Painting II 3 ADIM 2320 Still Photography 3 ADIM 2317 Digital Painting 3 ADIM 2312 Digital Art & Design I 3 ADIM 3325 Digital Photography 3

15 old minor: Graphic, Interactive and Advertising Design Minor (21 credits) AART D Design and Color 3 AART 1311 Graphic Design & Advertising I 3 AART 2311 Graphic Design & Advertising II 3 AART 2312 Digital Art and Design I 3 ARTH 1124 History of Graphic Design 3 AART xxxx Electives 6 new minor: Graphic Design and Advertising Minor (18 credits) AART D Design and Color 3 AART 1311 Graphic Design & Advertising I 3 AART 2311 Graphic Design & Advertising II 3 AART 2312 Digital Art and Design I 3 ARTH 1124 History of Graphic Design 3 AART xxxx Design Elective 3

16 old certificates: Computer Graphics Certificate AART D Design and Color COGR 1321 Desktop Pub for Personal Use 1 COGR 2322 Intro to 3D Computer Graphics Four from the following: AART 2312 Digital Art and Design I COGR 2112 Intro to Multimedia Comm COGR 3112 Multimedia Production COGR 3322 Computer Animation COGR 3323 Presentation Graphics COGR D Computer Design COGR 3325 Digital Photography new minors: Interactive Design and Multimedia minor (18 credits) ADIM 2312 Digital Art and Design I 3 ADIM 2112 Introduction to Multimedia 3 ADIM 2322 Intro to 3D Computer Graphics 3 ADIM 3326 Video Animation & Motion Gr. 3 COBF 2223 Television Production I 3 COBF 2212 Intro Visual Theory/Technique 3 Certificate in Digital Media Production for the Web AART D Design and Color AART 2312 Digital Art and Design I or COGR 3324 Two-Dimensional Design COGR 2111 Intro to HTML 1 COGR 2112 Introduction to Multimedia COGR 2322 Intro to 3D Computer Graphics COGR 3322 Computer Animation COGR 3325 Digital Photography COGR 3326 Video Animation and Motion Gr COGR 3327 Flash Animation Design Grading Policy: Students will be required to maintain at least a B GPA in the certificate with no grade below C. Web Design Certificate (16 credits) AART D Design and Color 3 AART 2312 Digital Art and Design I 3 AART 2315 Web Design I 3 AART 2316 Web Design II 3 COGR 2111 Intro to HTML 1 COGR 2112 Intro to Multimedia 3 Animation Design minor (18 credits) ADIM 2230 Drawing as Design 3 ADIM 2312 Digital Art and Design I 3 ADIM 2322 Intro to 3D Computer Graphics 3 ADIM 2114 Game Design 3 ADIM 3322 Computer Animation 3 ADIM 3326 Video Animation & Motion Gr. 3 Web Design minor (18 credits) ADIM 2312 Digital Art and Design I 3 ADIM 2112 Introduction to Multimedia 3 ADIM 3325 Digital Photography 3 ADIM 2315 Web Design I 3 ADIM 2316 Web Design II 3 ADIM 3312 Designing for Web & Mobile 3