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8/3/2019 DMA PROGRAM CATALOG 2012
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Academy of
Digital Media
ARTS
GST BOCES Wildwood Education Center Hornell, NY 14843
A New York State Regents Approved
Career and Technical
Education Program
Digital Media ArtsCourse Catalog
2011-2012
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Students in our program are expected to achieve a certication thatis recognized worldwide as proo o meeting standards in the eld oDigital Media Arts.
An Adobe Certied Associate credential certies entry-level skills toplan, design, build, and maintain eective communications, usingdierent orms o digital media.
Proessionals include the Adobe Certication banner on their
resume and portolio as an eective and valuable way to dierienti-ate themselves as uniquely qualied or that sought afer position,promotion or landing clients.
Te Adobe Certed Associate Exam is used as the Regents approved
national techncal assessment or the DMA program.
ValuableMedia Skills
EnhanceAny Career
Academy of
Digital Media
ARTS
AdobeCertifcation
NY RegentsEndorsement
WHAT IS DIGITAL MEDIA ARTS?Its effectively communicating ideasthrough words, sound and images usingdigital technology.
It encompasses all the 21st century skillsthat workers will need in the informationage, regardless of their chosen careerpath.
Its expanding rapidly as the result of theexplosion of technology and communica-tions, coupled with a growing interna-tional demand for content providers inentertainment, commerce and education.
OUTSTANDING JOB OUTLOOK:Talented artists who have developed amastery of artistic techniques along withadvanced computer skills will have the
best job prospects for this creative careeraccording to the BLS Occupational Out-look Handbook.
The advances in the internet, handheldtechnology and communications hasspawned huge global opportunities inmany areas.
As a New York State Regents approved CE course, students mayearn a echnical Endorsement on their high school diploma.
Tis endorsement symbolizes the students preparedness or theworkplace or college level work, having met the challenges o a
rigorous two-year training program recognized by employers.
Scan with your phone to view moreabout it at d maww.org/aca
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Why Choose DMA?Value Added Benets
AdvancedCollegeCredits
One goal o our program is to streamline thetransition rom high school to college and toavoid duplcation o instruction or our col-lege bound students.
So we have requested curriculumreviews by area colleges in order to establishadvanced credit
articulation agreements.
Having developed broad oundation skillsand a more ocused career plan, our gradu-ates easily transition into a successul post-secondary degree program.
Articulation agreements include:
Project-based learning is an instructionalmodel that involves students in investigationso compelling problems that culminate inauthentic product.
We use these strategies to help students applytheir technical skills and creativity to solvingreal worldcommunication problems by means o manyhands-on collaborative projects.
COMMUNITY SERVICE:
Every year, students have a chance to partici-pate individually or as a team in creating a
variety o design and media related productsor area schools, government, and other non-prot organizations. By working with rep-resentatives o these organizations, studentslearn valuable employability skills.
OFF-CAMPUS INTERNSHIPS:
Our students have the opportunity to pursuevaluable resume buildinginternships in a real-world businessenvironment where students learn on-the-job what it takes to succeed.
Tese one or two week unpaid internships
occur in a nearby work setting directlyrelated to school-based learning.
Students learn general workplace competen-cies and the knowledge required o specicjobs. In some cases, participating studentshave been oered employment opportunitiesas a result o these internships.
FIELD TRIPS:
Various educational eld trips help studentsgain a better understanding o the industryby seeing rst-hand career opportunities atmedia related rms in the regional area.
Students also explore options or post-secondary studies in the eld by visiting areacolleges oering Digital Media Arts relateddegree programs.
Scan with your phone to view moreabout it at dmaww.org/credits
Work-BasedLearning
Hands-onProject Based
Learning
SUNY College of Technology
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Academy of
Digital Media
ARTSFacilities & Equipment
Value Added Benets
MAC LabDesign Studio
PhotographyStudio
TV / VideoProduction Studio
RecordingStudio
GraphicsProduction
Center
Students work in a digital design lab that isequipped with the latest hardware and sofware technologytools. Tese items are careully chosen to emulate the kindo technology environment that is ound in leading edgedesign and media rms and used by todays most creativeartists.
HARDWARE:o Apple iMac & MacPro computer lab for 30 students
o Apple iPads for specialized applications
o Wacom graphic tablets for drawing
o Document and lm scanners for digitizing artwork
SOFTWARE:o Apple Final Cut
o Adobe Lightroom, Apple Aperture
o 3D Design & Animation Tools:
Blender, Maya, 3d Studio Max, Poser, Unity, Bryce
o Corel Graphics Suite
o Apple iLife Suite (iPhoto, iWeb, iMovie, iDVD, Garage Band)
o Apple iWork Suite
(Pages, Keynote, Numbers)
o Adobe Creative Suite CS 5.5
Master Collection
Te photography studio allows students to create beau-tiul portraits o their riends or amily in many dier-ent styles. With backlit shooting tables, students cancreate seamless product or ood photography or use intheir graphic design projects.
o Sky track rail system for studio strobes
o Lighting soft boxes
o Portrait backdrops & posing furniture
o Product shooting tables
o Professional Canon DSLR cameras and lenses
Students produce V commercials, news reports, inter-views and many other types o video content using ourmulti-camera set with live switching. With the greenscreen, they can use chroma key techniques to place the ac-tion in many dierent virtual locations.
o Sky track rail system for video lighting
o Audio microphones, monitors
o Sony GL2 video cameras
o Chroma Key Green Screen
o Live internet streaming
o Tricaster Studio Live Switching
An important part o a video production is the audio andbackground track. Students use our recording studio to pro-duce voice-overs, create music loops and sound eects.
o Allen & Heath 16 Channel Audio Mixer
o Studio microphones, monitors
o MacPro editing suite
o Apex 230 voice processor & effects
o M-Audio 88 key MIDI keyboard
o Akai MPD32 control surface
o Yamaha DD65 digital drum pad
o Octave 10 station CD/DVD duplicator
* Some equipment such as cameras or laptop computers may be borowedby students who meet stated criteria or specic eld assignments.
Designing great projects is only part o the un. Designs needto be in a tangible orm. Tats where our ully equipped pro-duction center comes into play.
DOCUMENT PRINTING & FINISHING EQUIPMENTo Xerox DC255 color production printing system
o Epson 8 color photograph printero Industrial cutting, binding and padding equipment
SPECIALTY GRAPHICSo Vinyl graphic cutter / plotter (signs, decals, vehicle graphics)
o HP 48 inch wide format printer (posters, signs, etc.)
o Laminating Machine
GARMENT IMPRINTING:o T-Shirt Transfer Heat Press
o Six color screen printing press
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o Assemble a photography gallery or exhibitwith a variety of student work to demon-strate knowledge of principles and techni-cal skills meeting professional standards.
o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process.
o Effectively use industry standard tech-niques, equipment and software.
o Creative camera control of exposure,depth- of-eld, selective focus, freezingand blurring of motion.
o Lighting styles appropriate for the subjectand theme (portrait lighting patterns,3-point lighting.)
o Capture and manage image les using anestablished workow process.
o Use editing tools to enhance image qualityand impact (cropping, exposure, color, re-touching, special effects etc.)
o Appropriate distribution of images (forprint, mounting, and web publishing.
Compositional Studies Lines, Shapes, Form
Textures & Patterns
Tone & Monochrome
Color Harmony
Unusual Point of View
Emphasis & Impact
Photo Technique Action: Freeze, Blur, Pan
Off-Camera Flash
Macro Photos
Night Photography
Photo Essay Still Life
Natural World
Architectural
Events, Places, Stories
Faces & Emotions
Big (Perspective)
Commercial Studio Portrait in Studio
Portrait in Natural Light
Glamour Photography
Advertising & Product Shots
Food Photography
Professional
Knowledge
o Communicate verbally and in writing ontopics related to Photography with appro-priate use of technical language.
o Plan and produce a photo journalistic storycombining text, images and music designedto elicit an emotional response from atarget audience. (biography, documentary,childrens story, wedding or other majorevent)
o Write and present a formal critique of aprofessional artists portfolio or student
works, using technical vocabulary and thelanguage of design and composition.
o Write and present an article summary ona photography related topic siting profes-sional trade related journal sources.
Photography2011-2012 Course Outline (216 hours) | Year 1 Fall Semester
Academy of
Digital Media
ARTS
Students learn to see photographically through an exploration of the basic tools,techniques and aesthetics of digital photography, with an emphasis on the creative useof camera controls, digital imaging software, and an awareness of the critical issues in
contemporary photography.
Key Competency:Students will communicate verbally and in writing on topics relatedto photography with appropriate use of technical language. The Photography Courseconsists of approximately 216 hours of classroom instruction over a two year period.
Context P010 Technical Vocabulary
P011 Career Survey
P012 Photographer Proles
P013 Contemporary Trends & Practices
P014 Milestones in Photography
Visual Composition P021 Artistic Intent
P022 Principles of Composition
P023 Photographic Styles
P024 Critique
Camera & Lens P031 Camera Equipment Identication
P032 Lenses & Optics
P033 Camera Care & Handling
P034 Iconography (Features)
P035 DSLR Operator Certication
Creative Camera Controls P041 Exposure Triangle
P042 Reciprocity
P043 Capturing Motion
P044 Controlling Depth of Field
Color P051 White Balance
P052 Special Effects Filters
P053 Color Calibration
Digital Media P061 Image Size & Resolution
P062 Media Formats & Compression
P063 Image Defect Identication
P064 Professional Workow
Printing & Publishing P071 Legal Rights & Royalties
P072 Photo Sharing & Commercial Sites
P073 Photo Lab Services
P074 Mounting, Display & Exhibit
Lighting P081 Nature & Quality of Light
P082 Strobe Lighting Techniques
P083 Three Point Studio Lighting
P084 Metering & Lighting Ratios
P085 Portrait Lighting Patterns
Post-Production|Photoshop-1 P111 Cropping, Trimming & Re-sizing
P112 Layer Based Editing Techniques
P113 Selection & Masking Techniques
P114 Exposure Adjustment
P115 Color Adjustment
P116 Retouching & Enhancing
P117 Photo Restoration & Repair
Hands-on
Creative Projects
Technical
Competencies
ELA Academic
IntegrationPhoto Journalism
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o Produce an interactive demo reel witha variety of video and audio projects todemonstrate knowledge of media designand technical production skills meetingprofessional standards.
o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process. (storyboard)
o Demonstrate effective use industry stan-dard techniques, equipment and software.
o Use creative cinematography (cameracontrol, shot types, camera angles andmovement)
o Design lighting treatments appropriate forthe scene. (3-point lighting)
o Demonstrate clear audio recording & edit-ing.
o Produce smooth post-production digitalediting, transitions and visual effects.
o Create quality titles and graphics usingdesign and typography principles.
o Publish media using appropriate distribu-tion formats; DVD, Web video, podcasting,and streaming.
M01 MEDIA CONTEXT M011 History of Film & TV
M012 Persistence of Vision
M013 Industry Overview & Trends
M014 Media Literacy
M015 Career Survey
M016 Production Workow
M02 PROGRAM DEVELOPMENT M021 Legal & Copyright Compliance
M022 Planning & Formats
M023 Script Writing M024 Laws of Time & Space
M025 Script Writing
M026 Storyboards
M03 VIDEO EQUIPMENT M031 Camera Operation
M032 Camera Lens
M033 Camera Support
M034 Cabling & Accessories
M035 Video Display & Recording
M04 CINEMATOGRAPHY M041 Composition & Framing
M043 Camera Shots - Distance
M044 Camera Shots - Angle
M045 Camera Shots - Movement
M05 LIGHTING M051 Lighting Styles
M052 Lighting Instruments
M053 Formula Lighting (3-point)
M054 White Balance
M06 AUDIO RECORDING M061 Functions of Sound in Film
M061 History of Electronic Music / MIDI
M062 Sound & Acoustic Principles
M063 Microphones
M064 Audio Connectors
M065 Mixing & Processing
M066 Digital Audio Editing
M07 POST-PRODUCTION M071 Video Editing Principles
M072 Digital Non-Linear Editing
M073 Titles & Graphics
M074 Visual Effects
M08 STUDIO PRODUCTION M081 TriCaster Live Switching
M082 TriCaster Editing
M084 Green Screen / Virtual Sets
M083 Streaming to the Web
M09 BROADCAST JOURNALISM M091 Broadcast Journalism
M092 Finding & Researching Stories
M093 News writing
M094 Preparing a News Program
M095 Reporting
Video Projects Video Montage
Interview
Advertising Commercial
Educational How-to Video
Music Video
Newscast / Podcast
SOUND & MUSIC PRODUCTION:
Create a musical montage
Change tempos, styles, musical keys
Create a radio spot with voice, music Create a dance song using loops
A revolution is taking place in the Media Communications eld as low cost digital toolsand the internet make it possible for anyone to become a content producer. As morevideo is being distributed on the Web, there will be a demand for individuals with
professional knowledge and skills to create media with high production values.The Media Communication Course consists of approximately 216 hours of classroominstruction over a two year period.
Professional
Knowledge
Academy of
Digital Media
ARTSMedia Communications
2011-2012 Course Outline (216 hours) | Year 1 Spring Semester
Hands-on
Creative Projects
Technical
Competencies
o Communicate verbally and in writing ontopics related to Media Communicationswith appropriate use of technical language.
o Research, write, report and produce abroadcast journalism style news featureshow, interview or podcast for internetbroadcast.
o Plan, write and produce a commercial, pub-lic service announcement or instructionalvideo for internet broadcast.
o Write and present an article summary on amedia related topic siting professional traderelated journal sources.
Curriculum Resources:
o Television Production & BroadcastJournalism Textbook by Phillip Harris(Goodheart-Willcox Co
o Center for Media Literacy
ELA Academic
IntegrationBroadcast Journalism
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o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process (thumbnails)
o Effectively use industry standard tech-niques, equipment and software
o Page Layouts that attract attention throughcreative use of design elements andprinciples
o Color schemes that support the communi-cations objectives of the project
o Acquire and prepare appropriate imageryor graphics that enhance the message
o Select and use typography that is bothfunctional (readability) and expressive in astyle which meets design goals
o Digital output les correctly prepared forpublishing to print
o Web site pages formatted using correctlyfunctioning HTML with Cascading StyleSheets
Visual Studies Projects Color Value Scale
Project Color Scheme
Type Specimen Poster
Candy Wrapper
Type Personality Cards
Type as Design Element
Type Effects Projects
Corporate / Logo Design Pictogram Sign Series
Business Cards
Coordinated Stationery
Self Promotional Personal Business Cards
Note Pads & Stationery
Vinyl Stickers
Mouse Pad
Graphic T-shirts
Personal Tri-fold Brochure
Personal Web Portfolio
Web Publishing Projects Web Site Plan Document
Demo Web Site
Print Publishing Projects Photo Illustration Calendar
Advertising professionals combine skills in design, writing, strategic planning andbranding to develop integrated marketing campaigns in a wide range of media to reachand inuence specic target audiences.
Key Competency: Students will communicate verbally and in writing on topics related toAdvertising Design with appropriate use of technical language. The Advertising DesignCourse consists of approximately 216 hours of classroom instruction over a two yearperiod.
Professional
Knowledge
Academy of
Digital Media
ARTSAdvertising & Graphic Design
Hands-on
Creative Projects
Technical
Competencies
ELA Academic
IntegrationPrint Journalism
o Plan, interview, write, edit and layout aprint journalistic style feature article spreadcombing
o Create a professional marketing campaignfor a given product or service to includea written client brief (planning document)and a series of coordinated advertisingmaterials.
o Plan, design and publish a multi-pageprofessional web site with body copy andcaptions. (self-promotional portfolio site,
learning journal, blog site, etc.)
o Write and present an article summary onan advertising or design related topic. (siteprofessional trade related journal sources)
Context G011 Technical Vocabulary
G012 Communicating Ideas
G014 History of Graphic Design
G015 Career Survey
G017 Contemporary Practice
Color G021 Color Psychology & Symbolism
G022 Color Systems
G023 Color Wheel Relationships
G024 Choosing Color Schemes G025 Color Reproduction
Typography G031 Type Anatomy
G032 Type Classication
G033 Readability & Legibility
G034 Choosing Appropriate Type
G035 Type Effects (Illustrator/Photoshop)
Visual Elements (Illustrator) G041 Mastering the Pen Tool
G042 Line, Shape & Form
G043 Texture & Value
G045 3-D Perspective
G046 Drawing Techniques & Practice
Visual Principles G051 Balance, Proportion & Scale
G052 Hierarchy & Emphasis
G053 Positive & Negative Space
G055 Unity & Variety G056 Rhythm & Movement
Logo & Branding (Illustrator) G061 The Creative Process
G062 Graphic Reduction Technique
G063 Pictograms
G064 Typographic Logos
G065 Abstract & Symbolic Logos
G066 Corporate Identity
Print Design & Layout (InDesign) G071 Page Layout Principles (C.R.A.P.)
G072 Page Anatomy
G073 Formats, Sizes,
G074 Pre-press Workow
G075 Printing Paper Stocks & Sizes
G076 Printing Processes
G077 Choosing Outside Print Services
Web Design & Layout (Dreamweaver) G081 Internet and WWW Context
G083 Site Design Process & Planning G084 Web Publishing Tools & Services
G085 Coding with HTML & CSS
G086 Page Layout & Navigation
G087 Graphics & Typography
G088 Domain Registration & Hosting
Imagery (Photoshop-2) G121 Artistic Selective Cropping
G122 Image Combining & Compositing
G123 Image Manipulation
2011-2012 Course Outline (216 hours) | Year 2 Fall Semester
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Academy of
Digital Media
ARTSProgram Advisory Council
Our Advisory Council is a vital link to industry proes-sionals in digital media and design related elds. Teyare a group o people who advise our program about theeducation needs o our students as they prepare or acareer in the visual communications elds.
Tese proessionals provide guidance and expertise inwork-related areas such as the impact o rapidly chang-ing technology, the current labor market, and the avail-ability o post-secondary opportunities or our students.
Council members also assist in evaluating program cur-riculum and objectives, planning or continuing im-provement o our program and development o budgetand equipment priorities.
We are grateul to the ollowing proessionals or theirparticipation in our Advisory Council or our program:
INDUSTRY PROFESSIONALS:
o Andrea Burdick - Composing Department Manager,
Gateway Media / Hornell Evening Tribune
o Shane Henry (Alumni - DMA class of 2004) Web Design
S&S Multimedia & Designo Garrett Hamilton (Alumni - DMA class of 2007) Photographer
Hamilton Imaging
o Frank Spitulnik - Owner
IB Design Studios Web Design, Hornell, NY
o Robert Kolich, Director R&D Technical Services,
Fisher-Price East Aurora, NY
o Steve Derrick Executive Group Manager Vicarious Visions, Inc.
Activision Game Company, Albany, NY
o Linda Donaldson Graphic Designer
ImagineDesign, Inc. Canisteo, NY
o James Moore Owner
Mystic Media Web Desgin, Hornell, NY
o Robert Peisher Owner
Peish Video Productions Hornell, NY
o Keith Guthrie OwnerNew Life Printers Hornell, NY
ACADEMIC FACULTY:
o Constance Pennisi Digital Media & Animation Professor
Alfred State College
o Larry Neuberger, Digital Media & Animation Professor
Alfred State Collegeo Tammy Brackett, Digital Media & Animation Professor
Alfred State College
o David Higgans, Fine Arts & Design Professor
Corning Community College
o Molly Cagwin, Communications & Humanities Professor
Corning Community College
o Bonnie Booman High School Art Teacher
Alfred-Almond Central School
o DMA FACULTY:
Gary Acker, Katie Crandall, Wildwood Campus
Dale Robie, Coopers Campus
Deb Seeley, Bush Campus
DMA students match their knowledge and skills againsthundreds o CE students rom across the region andState to compete in the Skills USA Competitions. We
celebrate the success o our students.
NEW YORK STATE
Advertising Design - 1st Place 2009
Photography - 1st Place 2007
REGIONAL AREA
Advertising Design:
1st: 2011, 2nd: 2004 & 2010, 3rd: 2003
Photography:
2nd: 2010 & 2011, 3rd:2011
TV & Video Production:
2nd:2009, 3rd: 2011
Job Interview - 1st: 2004
Pin Design - 1st: 2004, 2nd: 2003, 3rd: 2004
CELEBRATING SUCCESS
ylerNilson - StateChampion1st PlaceAd Design
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Academy of
Digital Media
ARTSAlumni Testimonials
Beore DMA,I ound mysel
hoping that HighSchool would justend. Now I amlooking back and
wishing that I was still inclass. I have come a long waysince my rst step inside thatclassroom, rom the teaching...
eld trip experiences, to the
vast amount o resources I hadavailable.... I ound a possible
uture or mysel, which I amgrateul or. Tank you, Mr.Acker, or all the experiencesin those two years.
Joshua Jones (2011)
Without adoubt, Te
Wildwood Digi-tal Media Arts
program hasmade me who I am today.Te program got me into
places I would have neverhad thought possible andallowed me to accomplish
my goals as a pro photogra-pher.Garrett James Hamilton,
Hamilton Imaging (2007)
Te DMA pro-gram has beena great experi-ence. Without it,I dont think I
would be going or a de-gree in the DMA programat Alred State College
Tanks or everything!Brandon Butler (2011)
Not only was theDMA programenjoyable and un,the knowledge astudent gains rom
this course can be applied inso many diferent situations.o this day I continue to use
that knowledge in everydaylie. :)
Erin Stephens (2010)
DMA was themost enjoyable
course I haveever taken. Itwas a place Icould accomplish
my goals and improve myskills. Because o this classI now have an opportunityto be a developer. I loveand miss this class. Tanks
or everything!
Ben Paladino (2010)
I just trans-erred collegesand majors,and I will havea head start in
getting my music produc-tion degree, thanks to Mr.
Acker, and DMA.
Justin Sick (2008)
8/3/2019 DMA PROGRAM CATALOG 2012
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Te Academy o
DIGITAL MEDIA ARTS
Wildwood Education Center1126 Bald Hill Road - Building #6Hornell, NY 14843Phone 607-281-3146
DMAWW.ORG
eacher:
GARY [email protected]
eaching Assistant:KAIE [email protected]
What is DMA? Te Academy o Digital Media Arts is atwo-year (900 hour) project based Career and echnicalEducation program or high school students who wantto explore the exciting, rapidly growing and changingworld o visual communications and new media.DMA is a rst step toward a uture in graphic, adver-
tising and web design, photography, audio and musicproduction, animation, game and app development, V
video production, visual eects and many more mediarelated elds. I you love to create, this is the programor you.
Photography
Advertising - Graphic Design
Media Communications
Career Development
Animation
FACEBOOK.COM/DMAWW
TWITTER.COM/DMAww
an with your phone to
w more about DMAWW