Bachelor of Applied Arts in Commercial Photography

Purpose

The purpose of the qualification is to provide students with an overview of photographic history and the skills necessary to analyse, critique and produce images that can be sold both locally and globally. Students will learn about photographic theory, aesthetics, genres, and basic photographic criticism and production.

This qualification will train students become multi-skilled and critical practitioners within an ever changing society. Throughout the qualification students will be trained in developing their latent skills and effectively communicate with a world saturated with various forms of imagery. Intensive lectures and client based briefings will equip students with the relevant skills to follow a career as a professional practicing artist.

This qualification will develop in students, through a series of lectures that cover photographic techniques, creative practices and relevant theoretical content that will benefit graduates seeking employment in photography and related industries. The qualification will provide students with the opportunity to acquire experience in a range of contexts and identify their strengths and weaknesses. This methodology will ensure that the students have an in-depth knowledge and skills to function in various genres as photographic artists.

Upon successful completion of this qualification, graduates will be able to

• Investigate, critically analyse and recommend solutions to various assignments and be able to reflect on their own and fellow students work during a series of cyclical critiques.
• Through relevant practice based projects, students will be able to develop their ability to interrogate the role of the commercial photographer within society.
• Carry out independent research and equip themselves for general employment or continue with post graduate studies.
• Able to, and consider how they can make a positive influence in both local and global contexts by producing a portfolio of quality artefacts that will be exhibited through the various forms of electronic media or traditional exhibitions.

Critical thinking will allow the students to test and explore relevant ideas, which will develop creative practice. Students will be able to undertake projects such as community engagement, exhibitions and commercial placements. The new qualification is based on the technological developments in Photography, which will include some of the original practices.

Rationale

The Bachelor of Applied Arts in Commercial Photography will provide students with a comprehensive choice of traditional and digital photography projects, studio based tuition as well as location photography in a choice of specialist categories. These areas will include industrial, portraits, weddings, social, advertising, press, magazines, photojournalism, medical and scientific. This qualification will contain modules introducing Research Methods and applying relevant critical theory into practice. Through the compulsory modules students will be able to engage actively with strategic experimentation that will play an important role in their personal development.

Various forms of photography are displayed on billboards, newspapers, magazines, shopping malls and websites. Understanding how to create images require vital skills in a world of creative media. This market has created the demand for self-employment and or provide work opportunities with other practising photographers.

Self-employed, entrepreneurial photographers engage in freelance work for Advertising Agencies, Corporate Companies, Marketing Companies, Schools, Media Industry, the South African Government as well as individual citizens. Some photography alumni have done extremely well both locally and abroad. By collaborating with external clients, such as hotel groups, publishing houses, advertising agencies etc., students will be equipped with relevant skills and experiences to follow the path of a professional photographer.

Students may wish to pursue postgraduate qualifications to the Bachelor's Honours Degree, Master's Degree and eventually Doctor of Philosophy (PhD) level via the framework. The course can also articulate with other cognate qualifications subject to conditions laid out by the relevant qualification.

Recognition of Prior Learning (RPL)

The structure of this qualification makes the Recognition of Prior Learning (RPL) possible. This qualification may therefore be achieved in part or completely through the Recognition of Prior Learning, which includes formal, informal and non�formal learning and work experience.

The applicant will be thoroughly briefed on the mechanism to be used and support and guidance will be provided. The institution's RPL office will facilitate the process with the Photography Qualification. Care should be taken that the mechanism used provides the student with an opportunity to demonstrate competence and is not so onerous as to prevent students from taking up the RPL option towards gaining a qualification.

If the student is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification the appropriate credits should be assigned to the student. Recognition of Prior Learning will be finalised by means of Integrated Assessment.

This Recognition of Prior Learning may allow

• Accelerated access to further learning at this or higher levels on the National Qualification Framework (NQF).
• Gaining of credits towards a unit standard.
• Obtaining of this qualification in part or in whole.

Entry Requirements

• National Senior Certificate (NSC) which grants admission to Bachelor studies with English.

Or

• Senior Certificate (SC) with matriculation exemption with English.

Or

• The National Certificate (Vocational) Level 4 which grants admission to Bachelor studies with English.

This qualification consists of compulsory and elective modules at Levels 5, 6 and 7 totalling 360 Credits.

Compulsory Modules at Level 5 (116 Credits)

• Cornerstone 101, 12 Credits.
• English for the Arts, 12 Credits.
• Media and Visual Literacy, 12 Credits.
• Research Methods 1A, 16 Credits.
• Research Methods 1B, 16 Credits.
• Applied Photographic Techniques 1A, 16 Credits.
• History of Photography 1A, 16 Credits.
• History of Photography 1B, 16 Credits.

Compulsory Modules at Level 6 (96 Credits)

• Applied Photographic Techniques 1B, 16 Credits.
• Applied Photographic Techniques 2A, 16 Credits.
• Photographic Theory 1A, 16 Credits
• History of Photography 2A, 16 Credits.
• Photographic Theory 1B, 16 Credits.
• History of Photography 2B, 16 Credits.

Compulsory Modules at Level 7 (120 Credits)

• Applied Photographic Techniques 2B, 20 Credits.
• Applied Photographic Techniques 3A, 20 Credits.
• Photography Theory 2A, 16 Credits.
• Visual Communication 1A, 16 Credits.
• Applied Photographic Techniques 3B, 16 Credits.
• Photography Theory 2B, 16 Credits.
• Visual Communication 1B, 16 Credits.

Elective Modules

Learners need to select a total of 36 Credits as indicated below.

IGE Module/Elective, Level 5 (Select 1, 8 Credits)

• Information and Communication Technology, 8 Credits.
• Literacy and Skills, 8 Credits.
• Interpersonal Communication and Self (1/2), 8 Credits.
• Introduction to Technopreneurship, 8 Credits.
• Values in the Workplace, 8 Credits.

FAD GE Module, Level 5 (Select 1, 12 Credits)

• Critical Thinking, 12 Credits.
• Social Responsibility and Sustainable, 12 Credits.
• Community Development, 12 Credits.

IGE Module/Elective, Level 6 (Select 1, 8 Credits)

• The Entrepreneurial Edge, 8 Credits.
• Global Environment, 8 Credits.

IGE Module/Elective, Level 6 (Select 1, 8 Credits)

• Community Engagement Project, 8 Credits.
• Equality and Diversity, 8 Credits.
• Gender Studies, 8 Credits.

1. Evaluate the diverse role and function of the contemporary photographer in a range of historical and critical debates around professional photography.
2. Apply photographic techniques to the production of photographic images.
3. Produce and exhibit highly conceptual, professional photographic images (print and digital) to appropriate technical standards.
4. Apply independent thinking in selecting, constructing and assessing own photography.
5. Collaborate with team members in cross faculty assignments.

Associated Assessment Criteria for Exit Level Outcome 1

• Evaluate the diverse role of the contemporary photographer.
• Describe the effects of various contexts on the photographer.
• Examine a range of major critiques and theories that underpin contemporary photography.

Associated Assessment Criteria for Exit Level Outcome 2

• Research, analyse, evaluate and apply theories and movements of photography to various assignments.
• Select relevant theory for production of specific images.
• Undertake research from primary and secondary sources.

Associated Assessment Criteria for Exit Level Outcome 3

• Produce highly conceptual photographic images.
• Ensure that produced images conform to agreed technical standards.
• Professionally exhibit produced images.
• Ensure that produced images depict individual style.
• Demonstrate a range of technical skills in analogue and digital photography.

Associated Assessment Criteria for Exit Level Outcome 4

• Appropriately manage independent work.
• Plan and execute own photography clearly using a personal Visual Diary.
• Critically reflect upon own photography.
• Develop critical and practical skills on completion of an appropriate project.
• Prepare career options.
• Formulate appropriate research questions.
• Produce a mini report using a prescribed format.

Associated Assessment Criteria for Exit Level Outcome 5

• Ensure that communication between student and other team members meets project requirements optimally.
• Uphold ethical behaviour associated with the photographic profession.
• Reflect upon experiences of diversity and multi�disciplinary team-work.
• Show and project qualities of leadership and direction.

Integrated Assessment

The term "Integrated Assessment" implies that theoretical and practical components are assessed together. During integrated assessments, the assessor makes use of a range of formative and summative assessment tools and methods and assesses combinations of practical, applied, foundational and reflective competencies. Continuous assessment is provided through:

• Portfolios.
• Simulations.
• Written assignments.
• Written tests and exams
• Case studies and case presentations.
• Peer group evaluation.
• Competency evaluations of technical skills.
• Face-to-face contact with learners.
• Exhibitions.
• Self-Reflection.
• Development work.