Course Title: Produce media photoimages

Part A: Course Overview

Program: C5228

Course Title: Produce media photoimages

Portfolio: DSC

Nominal Hours: 50.0

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.

Course Code




Learning Mode

Teaching Period(s)


City Campus


345T Media and Communication


Term2 2012

Course Contact: Josiane Mueller

Course Contact Phone: 03 9925 4585

Course Contact Email:

Course Description

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

Pre-requisite Courses and Assumed Knowledge and Capabilities

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.

National Competency Codes and Titles

National Element Code & Title:

CUVPHI508A Produce media photoimages


1 Liaise with client to determine media assignment

2 prepare for shoot

3 shoot images, proof and optimise work to client specifications

4 wrap up and review 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.

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.