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Elements and Performance Criteria

1. Research principles and role of visual communication.
   • Research historical and contemporary roles of the photograph/photoimage in visual communication.
   • Evaluate currency/credibility of information gathered and ensure research scope is sufficiently broad.
   • Investigate theories behind the conceptualisation, production and use of the photograph/photoimage.
   • Evaluate the creation and implied meaning of the photograph/photoimage in the context of its use.
   • Investigate the modes and media of visual communication.
   • Review and appraise a range of photograph and photoimage themes in the context of visual communication theories.
2. Use visual communication in photoimaging practice.
   • Consider the intent and intended audience of visual communication in the production of photoimages.
   • Apply photograph/photoimage themes and visual communication theories to the production of photoimages
   • Utilise a range of visual communication modes and media to present photoimages.
3. Evaluate visual communication in photoimaging practice.
   • Evaluate the effectiveness of visual communication in the production of photoimages.
   • Identify future opportunities, work directions, equipment needs and workflow changes resulting from application of visual communication principles.
   • Identify implications of visual communication as it applies to own creative and innovative practice.

Required Skills

Required skills research skills sufficient to access and compare contemporary styles and conceptualaesthetic approaches to the historical and contemporary photographicphotoimaging visual communication environment critical thinking skills sufficient to recogniseaddress 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 photographicphotoimaging visual communication environment numeracy skills sufficient to assess the financial viability of creativecommercial 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 photographicphotoimaging visual communication environment creativity and innovation processes that drives successful photoimagemaking for visual communication principles theories and themes of photographyphotoimaging in the visual communication environment

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the following is essential ability to research and evaluate theoriesthemes on the historical and contemporary photographicphotoimaging 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
Context of and specific resources for assessment	Assessment must ensure access to sources of information on the historical and contemporary photographicphotoimaging visual communication environment access to a range of modesmedia used in the photographicphotoimaging visual communication environment
Method of assessment	A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by candidate direct observation of candidate implementing visual communication principles in the production of photoimages case studies to assess candidates ability to evaluate theories and themes in the historical and contemporary photographicphotoimaging visual communication environment problem solving activities to assess candidates critical thinking skills
	Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

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Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
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.

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