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

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: VART6254C

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

School: 345T Media and Communication

Campus: City Campus

Program: C5309 - Diploma of Photo Imaging

Course Contact : Program Administration

Course Contact Phone: +61 3 9925 4815

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Eddie Javier, Jessie DiBlasi
Phone: 0399254774

Nominal Hours: 45

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


Course Description

In this course you will gain be required to produce creative and innovative photoimages using visual communication principles.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPHI516A Research the role and use of the photo image in visual communication


1. Research principles and role of visual communication.

Performance Criteria:

1.1 Research historical and contemporary roles of the photo image in visual communication
1.2 Evaluate currency and credibility of information gathered and ensure research scope is sufficiently broad
1.3 Investigate theories behind the conceptualisation, production and use of the photo image
1.4 Evaluate the creation and implied meaning of the photo image 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 photo image themes in the context of visual communication theories


2. Use visual communication in photoimaging practice

Performance Criteria:

2.1 Consider the intent and intended audience of visual communication in the production of photo images
2.2 Apply photo image themes and visual communication theories to the production of photo images
2.3 Use a range of visual communication modes and media to present photo images


3. Evaluate visual communication in photoimaging practice

Performance Criteria:

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

Learning Outcomes

On successful completion of this course you will be able 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
facilitate the production of creative and innovative photoimages.


Details of Learning Activities

Learning activities will consist of:
●lectures & tutorials
●class exercises
●group discussions
●online research
●work shopping of students’ own projects

Out of class activities include, but are not limited to:
●online research
●independent project based work
●visits to galleries + events

Teaching Schedule


WeekClass contentAssessment due
9Introduction to the course, including course overview and explanation of course structure + assessment.

In Class: Overview of research principles and application to visual communication.
Research work begins for Assessment 1 - into selected photographers’ works relevant to students’ own area of professional/ creative practice

 Assessment 1: BRIEFING - Ungraded
Historic + Contemporary Photographer Research Assignment

10In Class:
Presentation of research progress for feedback.

 Assessment 2: BRIEFING - Graded
Creative/Commercial Brief + Test images


Weeks 11- 14

In Class: Studio and lab access for:

  • further work on your research/brief development
  • image production -  studio
  • Image manipulation & compositing - lab
  • discussion, clarification and feedback re concept implementation and production.
Assessment 1: DUE - Ungraded
Historic + Contemporary Photographer Research.
15In Class: Image/Brief presentations and Image Review; and reflection, evaluation of the effectivenes of the test images in vuisual communication.Assessment 2: DUE - Graded
Creative/Commercial Brief + Test images
16Class Feedback Session/Review 

Learning Resources

Prescribed Texts  


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

Other Resources

RMIT will provide you with resources and tools for learning in this course through our online system.

Conversations with Photographers Series, La Fabrica 2011

Photography Speaks: 150 Photographers on their Art
Edited by Brooks Johnson, Aperture 2005

Overview of Assessment

Assessment tasks in this course include: Written assessments and practical work.

Assessment Tasks

To demonstrate competency in this course you will need to complete all of the following pieces of assessment to a satisfactory standard.

Assessment tasks in this course are Graded and Ungraded.

Assessment task 2 will be graded.

For further information on the assessment and grading criteria, please refer to the course Blackboard site.

The outcomes of Assessment task 1 will form the basis of production in Assessment task 2.

Assessment Task 1: Then + Now – Historical + Contemporary Photography
Ungraded Assessment
Due - Week 11

Focusing on the topic you developed in the course, VART6255C (CUVPHI517A) Research and exploit photo imaging trends, you are to research a minimum of 2 and maximum of 5 historical and contemporary photographers.
This research has the objective of evaluating the following
1. Theories behind the concept and production of the photographers/photographs you choose
2. Visual style, themes and implied meaning behind the work
3. Presentation and media used to communicate the work.

Assessment Task 2: Creative/Commercial Brief + Test Images
Graded Assessment
Due - Week 15


Using the brief concept approved in Assessment task 1, develop a complete and comprehensive brief document that outlines plans required to execute the idea. You will need to provide further photographic research and development of the concept, as outlined in the criteria provided, along with clarification of the feasibility of the brief, timeline, budgets and plans for final delivery.
Evaluate your test images and brief, considering the future opportunities and work direction. Highlight any changes required to proceed with the implementation of this visual communication project.
*Lab and studio access will be available from Weeks 9-15.

Grades used in this unit are as follows:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved - Graded
NYC Not Yet Competent
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

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters:

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency. Non-attendance may seriously jeopardise the chances of success in a course.

Cover Sheet for Submissions
You must complete a submission cover sheet for every piece of submitted work. This signed sheet acknowledges that you are aware of the plagiarism implications.

Assessment and Feedback
You will receive verbal feedback during scheduled class times, and written feedback from teachers on your work . Where appropriate, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

Student Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential.

Special consideration for 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. You can apply in writing for up to a week’s extension from your course teacher. If you need a longer extension, you will need to apply for special consideration.

Academic Integrity and Plagiarism
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity.

Course Overview: Access Course Overview