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Elements and Performance Criteria

1. Research principles and role of visual communication
   • Research historical and contemporary roles of the photo image in visual communication
   • Evaluate currency and credibility of information gathered and ensure research scope is sufficiently broad
   • Investigate theories behind the conceptualisation, production and use of the photo image
   • Evaluate the creation and implied meaning of the photo image in the context of its use
   • Investigate the modes and media of visual communication
   • Review and appraise a range of photograph and photo image themes in the context of visual communication theories
2. Use visual communication in photo imaging practice
   • Consider the intent and intended audience of visual communication in the production of photo images
   • Apply photo image themes and visual communication theories to the production of photo images
   • Use a range of visual communication modes and media to present photo images
3. Evaluate visual communication in photo imaging practice
   • Evaluate the effectiveness of visual communication in the production of photo images
   • Identify future opportunities, work directions, equipment needs and workflow changes resulting from the 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 to access and compare contemporary styles and conceptual and aesthetic approaches to the historical and contemporary photographicphoto imaging visual communication environment

critical thinking skills to

recognise and address conceptual barriers to visual communication principles

reflect on and analyse own performance

literacy skills to interpret theories and themes on historical and contemporary photographicphoto imaging in the visual communication environment

numeracy skills to assess the financial viability of creative and commercial opportunities as they arise from trends and emerging technologies

communication skills to articulate research practices and methods

learning skills to review personal performance within the context of the photo imaging visual communication environment

Required knowledge

contexts for the use of photo images within visual communication

copyright moral rights intellectual property and plagiarism issues within the historical and contemporary photographicphoto imaging visual communication environment

creativity and innovation processes that drives successful photo image making for visual communication

principles theories and themes of photo imaging 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

Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the ability to research and evaluate theories and themes on historical and contemporary photographicphoto imaging in the visual communication environment implement theories themes and visual communication principles in own photo imaging practice review personal performance within the context of the photo imaging visual communication environment 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 historical and contemporary photographicphoto imaging in the visual communication environment a range of modes and media used in the photographicphoto imaging 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 review of thirdparty reports from experienced practitioners direct observation of candidate implementing visual communication principles in the production of photo images case studies to assess candidates ability to evaluate theories and themes in historical and contemporary photographicphoto imaging in the visual communication environment problemsolving activities to assess candidates critical thinking skills Assessment methods should closely reflect workplace demands eg literacy and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling
Guidance information for assessment	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 theories that impact on the use of the photographic image art movements that impact on and relate to photography/photo imaging 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 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 and single viewer newspapers and magazines television, internet and video streaming social media, such as blogs and tweets.
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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