Head: Univ.-Prof. Maria Ziegelböck
Applied photography is a playing field within
and between genres. The conceptualization and fleshing out of ideas and the realization of a commissioned work determine the
working day. The working environment touches upon a wide spectrum of our contemporary visual culture, and the creative possibilities
is nearly without limits. Accordingly, the challenge of applied photography is how to meet the market with an authentic and
consistent visual language. In order to stand out from a mass of productions, it is key to condition one’s work in its visual
identity and attitude towards society and to assert this in a consistent and also undogmatic manner.
approach requires the ability to look at one’s own skills critically and accurately, and then to expand and improve them independently
of timely trends. The development of one’s own visual language, and in consequence the individual positioning within and aside
from economic systems, is a process that is initiated during the study of photography but continues to drive the following
The “unconditioned interest of the motive” is the premise of a reflexive process of subjection.
To examine and research various themes and to know references is key for any successful realization. Intuition and the ability
to improvise are in effect essential skills that have to be learnt.
It is possible to build one’s own visual
signature through analysis, discussion and immediate practical application. This is why this study will focus, among others,
on the various areas of “visual culture”, in order analyze the expressions and transfers of relevant positions in fine and
applied arts, in everyday, pop- und subculture, in design and architecture, and to look at them with regards to their significance
for the development of one’s own work. A photographer needs assertiveness in his or her beholding. The ability to analyze
impressions (images and situations), to reflect on information from a broader perspective, is an important resource in our
Continuous discussions and discursive presentations in the classroom will accompany the
practical work of students. Thereby, communication skills as well as the ability to articulate constructive criticism will
be acquired and promoted. Working in the photo studio, light and camera work, production, editing and presentation will be
explained and applied in the context of concrete tasks, as the possibilities of postproduction will assessed carefully. When
doing freelanced work, the areas of professional communication are important, to learn to position oneself within the commercial
market and to deal with the related economic aspects.
The practical work will be supported by insights
into the working environment: an important part of the study are workshops and lecturers by guests from the international
creative industries, excursions, studio visits at leading photographers, as well as presentations by leading creative directors.