Course Title: Research role and use of the photoimage in visual communication

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: VART5950C

Course Title: Research role and use of the photoimage in visual communication

School: 345T Media and Communication

Campus: City Campus

Program: C5228 - Diploma of Photoimaging

Course Contact : Josiane Mueller

Course Contact Phone: +61 3 9925 4585

Course Contact Email:josiane.mueller@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Teacher: Eddie JAVIER
Phone: 03 9925 4774
Email: EJAVIER@RMIT.EDU.AU

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

CYVDES94A  Integrate colour theory and design processes in response to a brief

CUVPHI03A   Research and apply information on the traditions which inform photoimaging practice. 

Course Description

This unit covers the performance outcomes, skills and knowledge required to produce creative and innovative photoimages using visual communication principles.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPHI501A Research role and use of the photoimage in visual communication

Element:

1.  Research principles and role of visual communication

Performance Criteria:

1.1 Research historical and contemporary roles of the
photograph/photoimage in visual communication.
1.2 Evaluate currency/credibility of information gathered and
ensure research scope is sufficiently broad.
1.3 Investigate theories behind the conceptualisation,
production and use of the photograph/photoimage.
1.4 Evaluate the creation and implied meaning of the
photograph/photoimage in the context of its use .
1.5 Investigate the modes and media of visual
communication.
1.6 Review and appraise a range of photograph and
photoimage themes in the context of visual
communication theories.

Element:

2.  Use visual communication in photoimaging practice

Performance Criteria:

2.1 Consider the intent and intended audience of visual communication in the production of photoimages.
2.2 Apply photograph/photoimage themes and visual
communication theories to the production of photoimages
2.3 Utilise a range of visual communication modes and media to present photoimages.

Element:

3.  Evaluate visual communication in photoimaging practice

Performance Criteria:

3.1 Evaluate the effectiveness of visual communication in the
production of photoimages.
3.2 Identify future opportunities, work directions, equipment
needs and workflow changes resulting from application of
visual communication principles.
3.3 Identify implications of visual communication as it applies
to own creative and innovative practice.


Learning Outcomes


Practioners in the photoimaging industry are required to consistently produce images that satisfy society’s demands of visual communication. a range of specialist skills and knowledge is required by photoimage-makers to inform their practice and faciitate the production of creative and innovative photoimages.

This unit requires the self-directed application of skills and knowledge in order to research, apply and evaluate visual communication principles in the production of creative and innovative photoimages.

This work is usually undertaken independently (with guidance where required).


Details of Learning Activities

In class learning activities include, but are not limited to:

• peer teaching and class presentations
• group discussion
• online research
• independent project based work
• teacher directed group activities/projects
• workshopping of students’ own projects

Out of class activities include, but are not limited to:
• online research
• work shopping
• independent project based work

Topics for discussion

Theories may include:

• art and design (that impact the use of the photographic
image)
• art movements (that impact upon and relate to
photography/photoimaging)
• human vision and perception
• narrative and story telling
• science and technology
• social issues and movements
• theorists and commentators on art and the image,
including:
• Ansel Adams
• Arthur Steiglitz
• Georgy Kepes
• John Berger
• Laslo Mohly-Nagy
• Minor White
• P H Emerson
• Robert Adams
• Roland Bathes
• Susan Sontag
• W Eugene Smith
• Walter Benjamin.

Context of its use may include:

• copyright and moral rights
• intellectual property
• plagiarism
• proof and evidence
• to communicate an idea
• to inform and educate
• to inspire
• to persuade (e.g. propaganda).

Modes and media may include:

• combinations of:
• audio and visual material
• images and text
• still and moving images
• billboard images
• hybrid technologies
• images in an exhibition
• mass communication/single viewer
• newspapers and magazines
• television/internet/blogs/video streaming.

Themes may include:

• abstraction
• advertising
• beauty
• culture
• gender identity
• landscape
• nature
• philosophical and classical themes
• religion
• reportage
• science and technology
• sexuality
• social issues
• the human condition
• the nude
• the photograph as truth
• the portrait.
 


Teaching Schedule

WeekClass contentAssessment DueElements
Week 1Week 1
Intro to Vis Comm
Course guide discussion
Assessment discussion

*Brief Assessment Part 1
[Lighting appropriate to topic/subject
Specialised metering
Illumination ratios]

 

 CUVPHI501A
1
2
3

 

Week 2Week 2
Assessment work
Studio Practice.

 

 CUVPHI501A
1
2
3

 

Week 3Week 3
*Submission. Assessment Part 1
The Brief

*Group critique

 

 

Formative – Assessment Part 1 due in class. CUVPHI501A
2
3

 

Week 4Week 4
Studio Practice.

 

 CUVPHI501A
2
3

 

Week 5Week 5
Studio Practice.

 

 CUVPHI501A
2
3

 

Week 6Week 6
Studio Practice.

 

 CUVPHI501A
2
3

 

Week 7Week 7
Studio Practice.

 

 CUVPHI501A
2
3

 

Week 8Week 8
Studio Practice.

 

 CUVPHI501A
2
3

 

Week 9Week 9
Studio Practice.

 

 CUVPHI501A
2
3

 

Week 10Week 10
Submission prac work.
Assessment Part 1 – 4 images/refer to assessment criteria

 

Formative Assessment Parts 1-4 due in classCUVPHI501A
1
2
3

 

Week 11Week 11
Studio Practic - reshoots.

 

 CUVPHI501A
2
3

 

Week 12

Week 12
Studio Practice.

Progression report - in class

 

Formative Assessment *Critique in class

CUVPHI501A
1
2
Week 13Week 13
Studio Practice - reshoots.

 

 CUVPHI501A
2
3
Week 14Week 14
Studio Practice - reshoots.

 

 CUVPHI501A
2
Week 15Week 15
(to be presented as a folio of 10 – 15 images – digital)

final folio will comprise of works generated in:
produce commercial photoimages
produce media photoimages
produce an innovative presentation of professional work
research role and the use of the photoimage in visual communication
any other work/s deemed appropriate

*Assessment Submission
*Group critique

 

Summative Assessment folio submission due on server.


*Class critique.
 

CUVPHI501A
3

 


Learning Resources

Prescribed Texts

www.acmp.com.au
www.aipp.com.au


References

You are advised to look at the course Blackboard site for ongoing updated information.


Other Resources

None


Overview of Assessment

Overview of Assessment

Critical Aspects of
Evidence

Evidence of the following is essential:

• ability to research and evaluate theories/themes on the
historical and contemporary photographic/photoimaging
visual communication environment
• ability to implement theories, themes and visual
communication principles within own photoimaging
practice
• ability to review personal performance within the context
of the photoimaging visual communication environment
• ability to recognise copyright, moral rights, intellectual
property and plagiarism issues.

REQUIRED SKILLS AND KNOWLEDGE

Required skills

• research skills sufficient to access and compare contemporary styles and
conceptual/aesthetic approaches to the historical and contemporary
photographic/photoimaging visual communication environment
• critical thinking skills sufficient to:
• recognise/address conceptual barriers to visual communication principles
• employ reflective questioning to analyse performance
• literacy skills sufficient to interpret theories and themes on the historical and
contemporary photographic/photoimaging visual communication environment
• numeracy skills sufficient to assess the financial viability of creative/commercial
opportunities as they arise from trends and emerging technologies
• communication skills sufficient to articulate research practices and methods
• learning skills sufficient to review personal performance within the context of the
photoimaging visual communication environment.

Required knowledge

• contexts for the use of photoimages within visual communication
• copyright, moral rights, intellectual property and plagiarism issues within the historical
and contemporary photographic/photoimaging visual communication environment
• creativity and innovation processes that drives successful photoimage-making for visual
communication
• principles, theories and themes of photography/photoimaging in the visual
communication environment.
 


Assessment Tasks

OVERVIEW OF ASSESSMENT
Assessment for this course is ongoing throughout the semester. Your knowledge of course content is assessed through participation in practical exercises, knowledge assessment tasks and practical group projects.

Assessment tasks Assessment tasks in this course are either formative or summative. Formative tasks provide the basis for ongoing feedback and can be considered as essential building blocks for more substantial summative assessment tasks. To demonstrate competency in this course, you will need to complete each of the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment. For further information on the grading system please refer to the course Blackboard site.

FORMATIVE ASSESSMENT

Part 1a:
After assessment brief you are to research and submit a minimum of 6 images sourced from web, magazine and discussion with your teacher.

Execute location shoot during class in the prescribed manner.

Consult teacher.
Work collaboratively.
Book equipment.
Organise props & location.
Execute shoot.
Post production.

assessments
these assessments will be based on the following premise:

you have been contacted by a new young design studio. they have seen your folio and really like they way work with various alternative process and more traditional techniques. they have a new client who produces… (your choice, could be a product, fashion ???). they (the designers) want you to explore different photographic treatments & genres of the product to establish a “look” for the client.

you must produce four (4) examples of each, and remember the process must suit the content, the concept and the product chosen. for example a fine art display type print may suit an elegant well lit stylish shoe shot, whereas cross processes e6 through c41 might suit an extreme sports shoe….also remember these rules can be broken…as long as it works as an image and concept!

the brief – to be discussed and handed in (remember to keep a copy for yourself you will need to stick to it)

1.
Participants are to write a four (4) page brief, outlining the work that is to be done. this brief will include the following:
content: the subject/subject matter to be photographed

the “look” for each of the required processes.

some background on the processes to be used, examples by other photographers.

a shoot schedule including, requirements ( is it studio or location do you need to book a studio, what equipment will you require for each shot, talent, props assistant etc.)

Due week 3 – formative assessment

2.
Practical assessment (to be presented as a digital folio)
this is up to you it will need to be approved and included in your brief

Due week 10 – formative assessment

Due week 12 – formative assessment critique

 

SUMMATIVE ASSESSMENT

3.
Final folio will comprise of works generated in:
produce commercial photoimages
produce media photoimages
produce an innovative presentation of professional work
research role and the use of the photoimage in visual communication
any other work/s deemed appropriate


Due week 15 – summative assessment
(to be presented as a folio of 10 – 15 images – digital)

Grades used in this unit are as follows:

CHDCompetent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAGCompetent with Pass
DNS Did Not Submit for Assessment
 


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration.

Other Information

Feedback
You will receive spoken and written feedback from teachers on your work. This feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

Late Submissions
Please advise teacher in advance if an extension of time or special consideration is required for submission of work. Refer to the course Blackboard site for policy information including information on late submissions.

Plagiarism
RMIT has a strict policy on plagiarism. Please refer to the website for more information on this policy.

Special consideration policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;ompetency in this course, you will need to complete each one of the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessments and a grade for the summative assessments.

Course Overview: Access Course Overview