Course Title: Produce media photoimages

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: VART5963C

Course Title: Produce media photoimages

School: 345T Media and Communication

Campus: City Campus

Program: C5228 - Diploma of Photoimaging

Course Contact : Josiane Mueller

Course Contact Phone: 03 9925 4585

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Eddie JAVIER
Phone: 03 99254774

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

CUVPHI05A Use a 35mm SLR camera or digital equivalent
CUVPHI06A Plan and carry out image capture in response to a brief
CUVPHI07A Process photoimages to work print/file stage cuvphi08a enhance, manipulate and output photoimages

CUVPHI07A Enhance, manipulate and output photoimages.

Course Description

On the completion of this course you will have gained an understanding of the skills required to produce media photo images.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPHI508A Produce media photoimages


1 Liaise with client to determine media assignment

Performance Criteria:

1.1 research sources of information for contemporary styles and conceptual/aesthetic approaches to similar subject material...
1.2 meet with editor, editorial/PR team or journalist to refine/define shoot requirements.
1.3 evaluate requirements of the media assignment and destination publication usage and confirm with appropriate person/s.


2 prepare for shoot

Performance Criteria:

2.1 consider shoot requirements, research/adopt professional practice arrangements for shoot and confirm with appropriate person/s.
2.2 prepare shoot management timelines and make appropriate shoot preparations.
2.3 negotiate with necessary parties for access to locations and other subject/s.


3 shoot images, proof and optimise work to client specifications

Performance Criteria:

s, proof and optimise work to client specifications
Performance Criteria: 3.1 capture images within shoot context and record
necessary detail for caption.
3.2 optimise images to necessary specifications using media industry standards and complete caption details.
3.3 output and/or transmit media product.
3.4 archive images appropriately.


4 wrap up and review shoot.

Performance Criteria:

4.1 check and reinstate equipment..
4.2 review response from editor, editorial/PR team or journalist and consider personal performance within shoot context..
4.3 identify future opportunities, work directions, equipment needs and workflow changes resulting from the shoot.

Learning Outcomes

This unit applies to the production of media photoimages.
Media photoimaging covers the production of images for publication in newspapers, magazines, reports and communications. media photographers usually work unsupervised, although they are often accompanied by journalists and may also work with a range of creative personnel, including make-up/beauty artists, fashion and/or food stylists, graphic designers and clients.

This unit aligns to the workflow associated with the press and public relations
Industry and requires the application of skills and knowledge in order to interpret and follow editor/editorial team assignments; work with journalists, graphic designers, members of the public and a range of professional personnel (e.g. police, firemen, ambulance, security guards); work in environments of charged human emotion and stress, undertake post-shoot processing and image optimisation; supply/transmit images in electronic or physical form and liaise/consult with a range of associated and allied persons, work teams, government agencies and private enterprise.

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

The structure and role of the media industry ;
the role of the print media, newspapers, magazines.editorial photography, photography sources for art directors.

The role of the media photographer ;
photographic equipment & facilities. hiring models, stylists and actors. model release forms, insurance & responsibilities. processing & release of images.

Camera and lighting styles ;
camera formats, aspect ratios, working to layouts, electronic flash lighting and tungsten lighting techniques. design and colour in the advertising photograph.


Teaching Schedule

WeekContentAssessment DueElements
Week 1Week 1
Intro to Produce Media Photoimages
Course guide discussion
Assessment discussion


Week 2Week 2
Conduct pre-shoots
Location searching/documentation

*Individual feedback

Week 7Week 7
Intro to Produce Media Photoimages
Course guide discussion
Assessment discussion

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

Assessment work
Location Practice.



Week 8Week 8
Assessment work
Location Practice.




Week 9Week 9
Assessment Part 1
*Group critique
Part 1. Formative assessment due in class.CUVPHI508A


 Week 10Week 10
*Brief Assessment Part 2
[Lighting appropriate to topic/subject
Specialised metering
Illumination ratios]

Assessment work
Location Practice.



 Week 11Week 11
Assessment work
Location Practice.


 Week 12Week 12
Assessment Part 2
*Group critique
Part 2. Summative assessment due in class. CUVPHI508A


Learning Resources

Prescribed Texts


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

Other Resources


Overview of Assessment

Critical Aspects of Evidence

Evidence of the following is essential:
• ability to apply a typical workflow in commercial
photoimaging professional practice
• ability to interact and liaise with clients, art directors and
associated professionals
• ability to apply business, coordination and negotiation
skills to own photoimaging work practices
• ability to apply technical and imaging skills, including
capturing/optimising commercial images.


Required skills

• photoimaging skills sufficient to:
• create meaningful images in private and public spaces in a respectful manner
• file/film optimisation/creation (incl. FTP) to photoimaging industry standards
• research skills sufficient to:
• compare contemporary styles and conceptual/aesthetic approaches to media, press
and public relations photoimaging
• maintain professional practice arrangements for media, press and public relations
• critical thinking skills sufficient to:
• recognise/address barriers to effective photoimaging workflow
• employ reflective questioning to analyse performance
• literacy skills sufficient to write basic captions to accompany media photoimages
• numeracy skills sufficient to maintain records of travelling and out-of-pocket expenses
for reimbursement purposes
• communication skills sufficient to:
• clarify access and release issues relevant to street photography, property releases
and photographing in public spaces (e.g. as it relates to confrontation with
overzealous members of the public and community services)
• negotiate access with subjects and media product developers
• negotiate prices/fair exchange of services with clients and project stakeholders
• recognise/overcome tension and nervousness in subjects
• resolve complaints/disputes
• seek feedback from clients on shoot progress and image selection
• speak at editorial team meetings and maximise networking opportunities
• work effectively with diversity, deal empathetically and clearly direct subjects
• learning skills sufficient to review personal performance within shoot context
• planning and organising skills sufficient to:
• interpret and respond to photoimaging briefs
• organise shoots on location/in studio and prepare shoot management timelines
• problem solving skills sufficient to identify/rectify equipment malfunction/failure
• teamwork skills sufficient to work with an editorial/PR team
• technology skills sufficient to check and reinstate equipment.

Required knowledge

• business practice (e.g. partnerships, contracts, intellectual property, copyright, legal,
moral, insurance, financial, budget, political, OHS, licences and permits)
• media, press and PR photoimaging environment (including practices and products)
• moral and ethical issues relevant to media photoimaging
• relationship between photoimaging practitioner and employers, the community,
professional bodies and associations
• selection, testing and evaluation of technology to ascertain suitability for media
photoimaging purposes
• traditions and contemporary issues that inform domestic photoimaging practice
• working with government institutions/regulations relating to media environment.

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.

The following brief comprises 2 pieces of assessment work.

*There are two parts to the assessments: RESEARCH and CAPTURE.

You are required to produce the necessary documentation prior to CAPTURE.

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

Part 2:
Execute location shoot during class in the prescribed manner.

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

assessment will be based on the degree of effort expended in terms of quality of lighting and its relevance, propping, design creativity, composition, level of viewer interest, mood, effectiveness of result, focus and exposure, presentation and the extent to which your initial idea is pursued.

proposed ideas are to be discussed with your teacher prior to commencement to ensure suitability of choice and approach. these proposals must be fully detailed and documented before seeking approval. ie ideas listed, sketches of layout, possible props, lighting style and equipment required, etc. students are expected to team up with at least one other student in order to assist one another in pre-production and execution of each individuals assessment.

FORMATIVE - task 1)
• reportage/documentary photograph city of melbourne - calendar

you are a freelance documentary photographer. your assessment is to produce a series of images for a calendar featuring iconic melbourne. you are the new hot-shot on the block with a nous for ‘being in the right situation’ and the nack for capture with minimal effort. your attention to detail and a distinctive flair for colour reproduction has landed you this much sought after assessment.

format: vertical/horizontal
lighting: daylight (location)
materials: digital
supply: files to size (low res to view)


SUMMATIVE - task 2)
• editorial architectural/urban [feature spread 3 pgs]

a high glossy magazine has requested that you shoot this particular assessment with an ad/editorial style. the art director has indicated to you that they need the loaction to be clearly seen, yet within context of the use. i.e. compact design, intuitive to use, lifestyle freedom etc. etc.

format: vertical/horizontal
lighting: exisitng, daylight
materials: digital
supply: files to size (low res to view)

NOTE: Pass criteria for each project will be detailed on the individual job brief.

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

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.

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:;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Course Overview: Access Course Overview