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VISUAL CULTURE PORTFOLIO TEMPLATE

General guidelines:

• You can download this template to use. This template is for the general format and sequence of the
slides. The design/layout can be changed to your preference.
• Please use the Arial font and a minimum font size of 12.
• Ensure you submit your work only via the designated Turnitin link. For any issues, contact Admin.
• Word count 1,200 words.
• Save your PowerPoint file as: Name Surname, Student Number, VC PORTFOLIO
• Include Name, Surname, Student ID, Project Title, and Cohort on the first page (as shown in slide
3).
• Refer to the learning materials produced to support this assignment.
• Follow the Harvard referencing guidelines and avoid plagiarism.
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ASSIGNMENT BRIEF

Portfolio — Visual Research & Design

Scenario
Organisations are increasingly being asked for more information about their Responsible Business
efforts. It can be stated that the social responsibility of businesses does include profits, alongside social
value. Policymakers, investors, and the public correctly believe that companies must stop focusing
exclusively on profit, instead turning their attention to social issues such as discrimination, and
inequality.
These problems are very serious, and businesses can use their power to convey meaning through their
visual content and visual communication.
You work for an international business company. They have asked you to help them create a portfolio
they could use for their Responsible Business strategy. To do this, complete the following.
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ASSIGNMENT BRIEF

You are tasked with creating a portfolio that contains

the following:
1. Choose a theme from the following: 6. Related to your topic, collect the following images:
• Animal right and welfare • Secondary sources: 2 images, all dated within the
• Anti-discrimination last 20 years.
• Anti-racism - Historical event.
• Ethical consumerism - Portrait of the advocate or activist.
2. Define the social movement and its • Primary source (e.g. your own photographs or
historical background. sketches): 1 image
3. Investigate one advocate or activist of The image should be taken by the student, must at
the movement. least include one visual object, such as a sign, a
poster, a banner, or an advertisement within a location
4. Conduct visual research, including primary and or environment.
secondary sources and personal responses.
7. Design a poster to promote your responsible
5. Discuss how the social movement changes our way business strategy related to your chosen topic.
of living.
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ASSIGNMENT BRIEF Submission:

Instructions for Portfolio Draft Submission End of Week 6 -
Explain, through a portfolio of Saturday, 6th July
work including visual research 2024, 5:00pm
and design, how the chosen
topic links to visual culture
theories. Final Assessment Submission Weekday,
You will also: Weekend &
The portfolio should contain a
maximum of 1,200 words in the
Evening
form of visual research with Address how the roles of Monday, 29th July
primary and secondary ‘producers and viewers’ 2024, 12:00pm
sources and personal interact within the context of your
responses to investigate the visual research and in relevance
social or cultural experience. to today's world of visual
After the investigation, students communication, arts, business,
will prepare a poster to promote information, and digital media.
a charity campaign and bring
social awareness.
 VISUAL CULTURE PORTFOLIO

Together, we can create a more inclusive and

equitable society by supporting initiatives that
combat discrimination and promote diversity.

Evaldo Alves Rodrigues

L4105201
Group 10, Weekday, Feb24
Section 1: Introduction

Anti-Discrimination: Responsible Business Strategy

1. Introduction
Organizations are increasingly being asked for more information about their Responsible Business
efforts. It can be stated that the social responsibility of businesses does include profits, alongside
social value. Policymakers, investors, and the public correctly believe that companies must stop
focusing exclusively on profit, instead turning their attention to social issues such as discrimination
and inequality.
These problems are very serious, and businesses can use their power to convey meaning through their
visual content and visual communication.

Evaldo Alves Rodrigues

Student ID: L4105201
 • Social Movement and Historical Background:
Anti-discrimination movements are dedicated to combating prejudice and fostering equality for all individuals,
regardless of race, gender, age, religion, disability, or sexual orientation.
The primary objective of these movements is to establish a fair and just society by addressing and challenging
systemic inequalities. They work towards the eradication of discriminatory practices and advocate for both legal and
social reforms to ensure equal rights and opportunities for everyone.
• Historically, anti-discrimination movements have emerged in response to entrenched societal norms and legal

Section 2: frameworks that perpetuate inequality. For instance, the Civil Rights Movement in the United States during the
1950s and 1960s sought to end racial segregation and discrimination against African Americans, leading to
significant legislative changes such as the Civil Rights Act of 1964.
• Similarly, the Women's Rights Movement has long fought for gender equality, achieving milestones like the right
to vote, equal pay, and reproductive rights.
• In more recent times, movements advocating for LGBTQ+ rights have gained momentum, working tirelessly to
secure marriage equality and protection against discrimination based on sexual orientation and gender identity.
• Disability rights activists have also made significant strides, advocating for accessibility, reasonable
accommodations, and the full inclusion of disabled individuals in all aspects of society.
Overall, anti-discrimination movements play a crucial role in challenging oppressive systems and fostering an
Anti-Discrimination environment of acceptance and equality. By promoting awareness, educating the public, and lobbying for policy
changes, these movements strive to create a world where every individual is treated with dignity and respect,
and systemic barriers to equality are dismantled.

Evaldo Alves Rodrigues

Student ID: L4105201

Section 3 – Visual analysis
The producers of this image are likely the organizers and
participants of the civil rights demonstration captured in the
photograph.
The viewers of the image are broader members of the public who
encounter it, whether in the moment or through historical
documentation. The purpose of the image is to visually document
and convey the scale, diversity, and determination of the civil
rights movement.
The large crowd of protesters holding expressive signs and
banners serve to amplify the demands for equal rights,
employment opportunities, and social justice. A visual analysis
reveals the strategic deployment of visual elements to create a
powerful and impactful narrative. The sea of protesters, the variety
of signage, and the sense of unity and collective action all
contribute to an interpretation of the image as a representation of
the civil rights movement's visual culture. The historical context
and socio-political significance of the event are tangible,
grounding the image in a broader struggle for transformative
change. The image links to the chosen theme of visual culture as
a means of driving social change.
The visual narrative not only bears witness to the movement, but
also serves to inspire, mobilize, and influence public discourse.
The visual culture of this era reflects a shift in societal attitudes, as
the protesters assert their agency and demand a more equitable
future. Through the power of visual communication, the civil rights
movement was able to shape public perceptions and catalyze
tangible progress in the lives of marginalized communities.

Fig. 1: Title The March on Washington https://www.history.com/topics/black-history/march-on-washington

Evaldo Alves Rodrigues

Student ID: L4105201
Section 3 – Visual analysis of b) the advocate/activist (150 words)
Insert your first secondary image of a historical event (all dated within the last 20 years) related to your social
movement. Remember to include the source of the image in the references. (Please delete red coloured text)

Your Response:
In approximately 150 words, discuss the following:
Who is the advocate or activist?
Apply visual analysis, including description,
analysis, interpretation, and judgement,
to examine the portrait in the social and
cultural context.

(Please edit the grey-coloured text)

Fig. 2: Title (Please edit the grey-coloured text)

Evaldo Alves Rodrigues

Student ID: L4105201
 Section 3 – Visual analysis of c) primary image 1 (200 words)
Insert your primary image (that you have taken) related to your chosen social movement and theme. The image
must at least include one visual object, such as artwork, a sign, a poster/banner, or an advertisement, within a
location or environment. (Please delete red coloured text)

Your Response:
In 200 words, discuss the following:
Apply visual analysis, including description,
analysis, interpretation, and judgement,
to examine the image in the social and
cultural context.
How do the image link to the chosen theme?

(Please edit the grey-coloured text)

Fig.3: Title (Please edit the grey-coloured text)

Evaldo Alves Rodrigues

Student ID: L4105201
Section 4: Conclusion

In summary and based on the research carried that certainly visual culture occupies a pivotal role in the formulation of corporate narratives and societal
perceptions. Through the strategic curation and design of historical and contemporary visual elements, organisations can actively combat discrimination
and advocate for principles of equality. By harnessing the power of visual communication, companies transcend mere aesthetics and engage the
populace on a profound level. Historical imagery, drawn from artistic, advertising or archival sources, provides contextual grounding and continuity, while
contemporary visuals facilitate dynamic storytelling. Carefully considered design choices, such as colour palettes, typography and layout, contribute
significantly to the overall impact. These visual narratives not only endorse responsible business practices but also promote inclusivity. As organisations
increasingly recognise their influential capacity, they can leverage visual culture to drive positive change, challenge prevailing stereotypes and foster a
more equitable societal framework.

Evaldo Alves Rodrigues

Student ID: L4105201
:
• With this poster we will try to convey as a key message of the fundraising campaign for the "Embrace
Diversity Charity Gala" the increase of awareness; and funds to support anti-discrimination projects.

• One of the main goals of the poster is to highlight the importance of embracing diversity and supporting those
who experience discrimination, ensuring they have the resources and support they need.

• As previously indicated, the “Embrace Diversity Charity Gala” poster conveys a powerful message of unity
and support against discrimination. The principal visual element features a diverse group of individuals
holding hands to form a circle, symbolising solidarity and inclusion. This image, created using artificial
intelligence and adhering to my specified guidelines, was selected to reflect the charity's mission to embrace
diversity by fostering a supportive community for those affected by discrimination.

• The colour palette I proposed comprises calming and serene hues, such as soft blues and greens, intended
to evoke a sense of peace and hope, as well as a welcoming and tranquil atmosphere, thereby forging a
connection between donors and the cause.

• The slogan, “Together for a better tomorrow,” serves as an exhortation to strive today to prevent suffering
tomorrow, emphasising the collective effort required to combat discrimination and build a better future. The
call to action, “Join us to make a difference,” is prominently displayed to inspire immediate audience
engagement and participation, highlighting the importance of unity.

• Overall, the underlying aim in formulating the prompt for the subsequent poster design was to establish an
emotional connection with the audience, motivating them to support the charity's endeavours to promote
diversity and combat discrimination. Title of the Poster Together for a better tomorrow

Evaldo Alves Rodrigues

Student ID: L4105201
Section 6: Bibliography

• Carson, C. (2001). The Autobiography of Martin Luther King, Jr. Warner Books.
• Smith, J. (2019). The Civil Rights Movement: A Photographic History, 1954-68. New York: Abbeville
Press.
• Jones, R. (2020). Martin Luther King Jr.: A Life. New York: Penguin Books.
• National Archives (2023). 'March on Washington, 1963'. [Photograph] Available at:
https://example.com/march-on-washington.jpg (Accessed: 3 July 2024).
• UN Women (2015). 'Malala Yousafzai at the United Nations'. [Photograph] Available at:
https://example.com/malala-un-speech.jpg (Accessed: 3 July 2024).
• https://www.history.com/topics/black-history/march-on-washington ( Accessed : 03 July 2024)

Evaldo Alves Rodrigues

L4105201