Diploma in Commercial Photography

Purpose

The Diploma in Commercial Photography has the primary purpose of providing a visually literate graduate equipped with a broad theoretical, aesthetical and technical photographic knowledge base, enabling them to contextualise principles and theories into professional photographic. It equips graduates with the principles of ethically communicating within the broad spectrum of Commercial Photography. In addition, entrepreneurial skills are embedded in order for graduates to contribute to the contemporary Social and Economic spheres, and society at large. The focus of the qualification is, thus on the Global history of photography, specifically African and South African, the instruction in camera and photographic equipment operation, and the use of digital technology still and video - to capture and enhance photographic images and the application of photography through comprehensive design principles and techniques in order to communicate information, ideas, moods and feelings to a variety of subject matter; and the African aspects thereof. Qualifying learners will be able to work in the following environments: a professional photographer running their own business, a freelance photographer or be employed by an organisation, such as newspapers, magazines, advertising agencies; galleries (as curators or archivists); as photograph researchers; entry into forensic/medical photography (police, medical research council); government service (Defence force and Communication Services) and so forth.

Rationale

This qualification applies to persons who wish to be competent in the self-motivated, creative production of commercial photographic works with a strong emphasis on conceptual content and technical skills appropriate to the particular professional photographic context. Additionally, the study and application of the theoretical and creative components actively encourage learners to broaden their knowledge base and commit themselves to the challenges of the future, and to contribute to the expansion and development of the South African photography industry, as a whole. The qualification will provide the learner with the necessary academic skills to function as an independent, lifelong learner to facilitate progress through the professional career path of a commercial photographer. The qualification provides the learner with the opportunity to progress to the Advanced Diploma in Photography. The qualified learner will be competent to manage a selected area of specialisation within the photographic business environment through the use of the crucial managerial activities and technical skills commensurate of an entrepreneur in photography. Learners, through their own visual imagery, will gain insight into the past, present and future of visual communication relating to the use of photography as a communication medium within the local culturally diverse society; and globally. Learners will be able to work in the following environments: a professional photographer running their own business, a freelance photographer or be employed as a photographer by an organisation, such as newspapers, magazines, advertising agencies; galleries (as curators or archivists); as photograph researchers; entry into forensic/medical photography (police, medical research council); government service (Defence Force and Communication Services), and so forth.

Recognition of Prior Learning (RPL)

As per institutional policy, credits towards this qualification may be obtained by means of Recognition of Prior Learning (RPL).

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate National Qualifications Framework (NQF) Level 4.

This qualification consists of the following compulsory modules at National Qualifications Framework Levels 5 and 6 totalling 360 Credits.

Compulsory Modules, Level 5, 160 Credits

• Applied Photography 1, 28 Credits.
• Communication for Academic Purposes, 10 Credits.
• Theory of Photography 1, 22 Credits.
• African Photography 1,10 Credits.
• Life Skills I, 2 Credits.
• Photographic Techniques 1, 16 Credits.
• Visual Communication 1, 10 Credits.
• Professional Practice in Photography I, 10 Credits.
• Information Literacy I, 2 Credits.
• Computer Literacy, 10 Credits.
• Work-Integrated Learning (WIL) in Commercial Photography I, 30 Credits.
• Entrepreneurship 1, 10 Credits.

Compulsory Modules, Level 6, 200 Credits

• Photographic Techniques 2, 25 Credits.
• Visual Communication 2, 10 Credits.
• Applied Photography 2, 30 Credits.
• Professional Practice in Photography II, 10 Credits.
• Theory of Photography 2, 15 Credits.
• WIL in Commercial Photography II, 30 Credits.
• Applied Photography 3, 30 Credits.
• Theory of Photography 3, 10 Credits.
• Photographic Techniques 3, 20 Credits.
• Visual Communication 3, 20 Credits.

1. The learners should, through their own visual acuity, express their respective understanding and awareness of the past, present and future of photography as visual communication medium, relating to the commercial use thereof.
2. Produce a body of work that shows proficient technical and aesthetic qualities indicative of design principles and techniques.
3. Demonstrate competency in the use of still photographic equipment, and its additional movie functions.
4. Comprehensively show how camera systems, stills and movie, work together to capture and enhance visual imagery that communicates information.
5. Understanding the diverse role of, and to function in, the contemporary commercial photography arena in a range of professional photographer/client practices.
6. Practice entrepreneurial skills within the contemporary commercial spheres through professional photography.

The following Associated Assessment Criteria will be used in an integrated manner across the Exit Level Outcomes

• Demonstration of interactive skills that involve effective communication, listening and sharing.
• Demonstration of appropriate communication skills both in the process as well as the development of a product.
• A basic proficiency to communicate both verbally and textually within a range of photographer/client context.
• Display self-motivated, creative problem solving skills within the formal and informal sectors.
• Display basic creative problem-solving skills within a wide range of market related and community-based contexts.
• Display basic entrepreneurial skills within a creative context.
• Show a basic understanding of local and global political/cultural forces on the professional production of photographic related products. Adheres to the institution's technical requirements for the studio work research output.
• Solutions/conclusions relate to the questions posed in the proposal and are founded on the evidence resulting from the studio work research.
• Display a professional approach to the production and presentation of a body of photographic related products.
• Awareness of the functions and origins of culture.
• Understanding of individual, group and cultural identities.
• Display critical and independent thinking.
• Use of investigator techniques to generate personal ideas in the production of a body of photographic related products.
• Evidence of a relevant methodology.
• Application of technical skills.

Integrated Assessment

Through continuous feedback, constructive critique and practical recommendations to improve their results, learners are constantly aware of their progress in achieving specific learning outcomes. This will be achieved by including assignments, practical projects, tests and class room presentations by learners in a peer-evaluation environment, as well as observation of learner participation during theoretical and practical session.

This will be done on an annual basis as well as at the end of the three-year study period. At the end of each year, practical evaluations are done of the year's work by a panel of internal and external assessors. Learners are also exposed to peer and industry evaluations at international and national competitions which they must enter as part of the qualification.

Work integrated learning is incorporated into all the modules within the qualification. Preparation (also known as ground work forms the foundation for further training, building and developing of photographic skills and practical knowledge. Through WIL preparation in skills development, the simulation periods and role playing during the learners' academic year will benefit their development and readiness for workplace learning and be able to apply the theory that underpins the practice of professional photography during the third academic year.