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Evidence Guide: CUVPHI501A - Research role and use of the photoimage in visual communication

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Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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CUVPHI501A - Research role and use of the photoimage in visual communication

What evidence can you provide to prove your understanding of each of the following citeria?

Research principles and role of visual communication.

  1. Research historical and contemporary roles of the photograph/photoimage in visual communication.
  2. Evaluate currency/credibility of information gathered and ensure research scope is sufficiently broad.
  3. Investigate theories behind the conceptualisation, production and use of the photograph/photoimage.
  4. Evaluate the creation and implied meaning of the photograph/photoimage in the context of its use.
  5. Investigate the modes and media of visual communication.
  6. Review and appraise a range of photograph and photoimage themes in the context of visual communication theories.
Research historical and contemporary roles of the photograph/photoimage in visual communication.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate currency/credibility of information gathered and ensure research scope is sufficiently broad.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Investigate theories behind the conceptualisation, production and use of the photograph/photoimage.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate the creation and implied meaning of the photograph/photoimage in the context of its use.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Investigate the modes and media of visual communication.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review and appraise a range of photograph and photoimage themes in the context of visual communication theories.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use visual communication in photoimaging practice.

  1. Consider the intent and intended audience of visual communication in the production of photoimages.
  2. Apply photograph/photoimage themes and visual communication theories to the production of photoimages
  3. Utilise a range of visual communication modes and media to present photoimages.
Consider the intent and intended audience of visual communication in the production of photoimages.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Apply photograph/photoimage themes and visual communication theories to the production of photoimages

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Utilise a range of visual communication modes and media to present photoimages.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate visual communication in photoimaging practice.

  1. Evaluate the effectiveness of visual communication in the production of photoimages.
  2. Identify future opportunities, work directions, equipment needs and workflow changes resulting from application of visual communication principles.
  3. Identify implications of visual communication as it applies to own creative and innovative practice.
Evaluate the effectiveness of visual communication in the production of photoimages.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify future opportunities, work directions, equipment needs and workflow changes resulting from application of visual communication principles.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify implications of visual communication as it applies to own creative and innovative practice.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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 theories/themes on the historical and contemporary photographic/photoimaging 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 photographic/photoimaging visual communication environment

access to a range of modes/media used in the photographic/photoimaging 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 on-the-job performance by candidate

direct observation of candidate implementing visual communication principles in the production of photoimages

case studies to assess candidate's ability to evaluate theories and themes in the historical and contemporary photographic/photoimaging visual communication environment

problem solving activities to assess candidate's critical thinking skills.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Required Skills and Knowledge

Required skills:

research skills sufficient to access and compare contemporary styles and conceptual/aesthetic approaches to the historical and contemporary photographic/photoimaging visual communication environment

critical thinking skills sufficient to:

recognise/address 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 photographic/photoimaging visual communication environment

numeracy skills sufficient to assess the financial viability of creative/commercial 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 photographic/photoimaging visual communication environment

creativity and innovation processes that drives successful photoimage-making for visual communication

principles, theories and themes of photography/photoimaging in the visual communication environment.

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.