Bachelor of Applied Arts in Commercial Photography
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Qualification Overview
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 to 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 pursue a career as a professional practicing artist. This qualification will develop in students, through a series of lectures covering 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 reflect on their work and that of fellow students during cyclical critiques.
- Develop their ability to interrogate the role of the commercial photographer within society through practice-based projects.
- Carry out independent research to prepare for general employment or further studies.
- Make a positive influence in local and global contexts by producing a portfolio of quality artifacts for exhibition through various forms of electronic media or traditional exhibitions.
- Test and explore relevant ideas through critical thinking to develop creative practice.
- Undertake projects such as community engagement, exhibitions, and commercial placements.
The new qualification is based on technological developments in photography while also incorporating some original practices.
Rationale
The Bachelor of Applied Arts in Commercial Photography provides students with a comprehensive choice of traditional and digital photography projects, studio-based instruction, and location photography in specialist categories including industrial, portraits, weddings, social, advertising, press, magazines, photojournalism, medical, and scientific fields. The qualification includes modules on Research Methods and applying critical theory in practice. Students engage with strategic experimentation that plays a crucial role in their personal development.
Understanding how to create images is essential in a world dominated by creative media. This market has created opportunities for self-employment and work with other photographers. Self-employed photographers work with various clients such as Advertising Agencies, Corporate Companies, Marketing Companies, Schools, Media Industry, the South African Government, and individual citizens. Collaboration with external clients equips students with skills and experiences to pursue a professional photography career.
Graduates may choose to pursue postgraduate qualifications up to the PhD level, and the course can articulate with other related qualifications subject to specific conditions.
Outcomes
- Evaluate the diverse role and function of the contemporary photographer in a range of historical and critical debates around professional photography.
- Apply photographic techniques to the production of photographic images.
- Produce and exhibit highly conceptual, professional photographic images (print and digital) to appropriate technical standards.
- Apply independent thinking in selecting, constructing and assessing own photography.
- Collaborate with team members in cross faculty assignments.
Assessment Criteria
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
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 360
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.