Module: PHO4002-20 Photographic Practice 3: Image and Context

Level: 4

Credit Value: 20

Module Tutor: Matthew Murray

Module Tutor Contact Details: m.murray@bathspa.ac.uk

1. Brief description and aims of module:

This module provides you with a framework for the exploration of the constructed image and how it can be represented through the photographic medium. It introduces you to a context for photographic outcomes, discovering the shared language of image, text and layout and examines the capacity for these components to shape message and meaning within visual communication.

In the module you develop styling skills, the ability to construct themes and develop marketing strategies. It involves drawing inspiration from a wide range of cultural sources to present aspirational lifestyle images that an intended target audience can identify with. Planning, organising and presentation skills are developed through collaboration with models, stylists and designers across disciplines. Through a range of portable and studio based lighting skills support you in developing, creating, testing and refining refine concepts.

The realisation of a printed outcome is supported by workshops in the anatomy of the book, practical bookbinding, design software and post production techniques. Research based activity and seminar discussions with industry specialists develops the critical and historical knowledge required to decipher, challenge and influence this complex image-world.

The module aims to:

● Explore art direction techniques and methods of communication and styling skills, through teamwork.

● Introduce the construction of imaginative and original images for a target audience in different contexts.

● Introduce design and production techniques required for a printed outcome.

● Foster critical insight into the relationship between subject, image maker and audience.

2. Outline syllabus:

Lectures and practical workshops will introduce you to the styling, construction, directing and design skills necessary for the production of published digital images for a commercial audience.

A series of seminars with a range of industry professionals will introduce you to the conceptual and practical considerations of collaborative work and client demands.

Throughout the module we will ask you to reflect on your progress. To help you do this you will be required to keep a regular reflective journal.

A range of project materials and guides published on Minerva will support the module.

3. Teaching and learning activities:

You will receive a lecture and project brief that requires an investigation into all the elements, both conceptually and practically that constitute the constructed image. Throughout the module you will receive demonstrations and hands on practical experience of a range of lighting and styling techniques and equipment.

Through seminar discussions you will develop your ability to contextualise the conceptual and practical aspects of your photographic work.

As the module progresses you will engage in the following:

● Presentations and seminars

● Technical workshops

● Individual and group tutorials

● Guidance and support with reflective evaluation

By the close of the module you will have gained confidence and understanding in your lighting, direction and design skills, working as part of a team.

Assessment Item 1:

• Assessment Type: CW

• Description: Printed lookbook

• % Weighting: 100%