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Evidence Guide: CUVPHI516A - Research the role and use of the photo image 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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CUVPHI516A - Research the role and use of the photo image 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 photo image in visual communication
  2. Evaluate currency and credibility of information gathered and ensure research scope is sufficiently broad
  3. Investigate theories behind the conceptualisation, production and use of the photo image
  4. Evaluate the creation and implied meaning of the photo image in the context of its use
  5. Investigate the modes and media of visual communication
  6. Review and appraise a range of photograph and photo image themes in the context of visual communication theories
Research historical and contemporary roles of the photo image in visual communication

Completed
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Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate currency and 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 photo image

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate the creation and implied meaning of the photo image 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 photo image themes in the context of visual communication theories

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use visual communication in photo imaging practice

  1. Consider the intent and intended audience of visual communication in the production of photo images
  2. Apply photo image themes and visual communication theories to the production of photo images
  3. Use a range of visual communication modes and media to present photo images
Consider the intent and intended audience of visual communication in the production of photo images

Completed
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Apply photo image themes and visual communication theories to the production of photo images

Completed
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Use a range of visual communication modes and media to present photo images

Completed
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Evaluate visual communication in photo imaging practice

  1. Evaluate the effectiveness of visual communication in the production of photo images
  2. Identify future opportunities, work directions, equipment needs and workflow changes resulting from the 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 photo images

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify future opportunities, work directions, equipment needs and workflow changes resulting from the 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.

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 photographic/photo 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 photographic/photo imaging in the visual communication environment

a range of modes and media used in the photographic/photo 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 third-party reports from experienced practitioners

direct observation of candidate implementing visual communication principles in the production of photo images

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

problem-solving activities to assess candidate’s critical thinking skills.

Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. 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.

Required Skills and Knowledge

Required skills

research skills to access and compare contemporary styles and conceptual and aesthetic approaches to the historical and contemporary photographic/photo 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 photographic/photo 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 photographic/photo 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.

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.