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Barton, D., & Hamilton, M. (1998). Local Literacies: reading and writing in one community. London:
Routledge.

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Blue Corona. 2018. 20+ Web Design Statistics Small Business Owners Should Know (2018). [online] Available at: <https://www.bluecorona.com/blog/20-web-design-facts-small-business-owners/> [Accessed 28 January 2021].

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GOV.UK. 2021. DCMS Sectors Economic Estimates 2019: Employment. [online] Available at: <https://www.gov.uk/government/publications/dcms-sectors-economic-estimates-2019-employment/dcms-sectors-economic-estimates-2019-employment> [Accessed 23 January 2021].

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Ivanič, R. & Edwards, Richard & Barton, D. & Martin-Jones, Marilyn & Fowler, Z. & Hughes, Buddug & Mannion, Greg & Miller, Kate & Satchwell, Candice & Smith, J.. (2009). Improving Learning in College: Rethinking literacies across the curriculum. Improving Learning in College: Rethinking Literacies Across the Curriculum. 1-209. 10.4324/9780203881422.

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Street, B. (2001). Literacy and Development: Ethnographic Perspectives. London: Routledge.

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Traditional views of literacy see them as a set of acquired skills.

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More recent studies by Barton and Hamilton and Street expand on traditional views and examine how literacy is used in our everyday lives.

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Legal requirement to log income from self employment and notify HMRC when it exceed personal allowance.

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* I do this because I must.

* The government has the power here, not me.

* I need to meet the legal requirements of being self-employed.

* I monitor my income and must declare it when it exceeds £1000 a year.

* Although; it is also good business practice to ensure you are not operating at a loss.

* Every time I have a booking, I will discuss pricing and payment schedule with clients and then invoice them.

* I use the Money Manager app to record all income and expenses.

* The data is then transferred to a Word document.

* I am confident to manage my own finances; however, I am not proficient in Excel and realise this is a skill I need to learn in order to optimise my workflow.

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* I use an app to log income and expenses as this is good practice for when revenue increases.

* Until I exceed my annual allowance I am only interested in the income I receive.

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* At present it is sufficient to keep a log in word.

* Income has not yet exceeded £1000 a year.

* Within my trading allowance of £1000 a year.

* Income needs to be monitored to meet legal requirements if it increases above £1000 annually.

* I log all income in a Word document.

* End of every financial year I collate data from Shutterstock and Adobe contributor accounts and the app to give total income for year.

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Customary to have an online presence in todays digital marketplace.

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https://www.facebook.com/SadieToveyPhotography

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https://www.instagram.com/sadie_tovey_photography/?hl=en

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* Marketing material is created for a target audience.

* Language and visuals used will differ according to the audience.

* Ahead of a promotion I will carry out a market research survey, the results will determine the promotion i.e products offered and pricing.

* Knowing what consumers value will inform the design of marketing material.

* The purpose of marketing is to generate consumer awareness and revenue.

* I use digital marketing; this method has been chosen because it is cost effective, environmentally friendly and offers valuable analytical insight.

* Marketing material is often created using Canva, and I have full creative control.

* Material is either delivered manually or automated using a scheduler such as Hootsuite.

* The effectiveness of a post is measured using analytics from google, Facebook and Instagram.

* Through this research I learned there are many benefits of blogging such as affiliate marketing and SEO.

* This is something that I would like to develop but I find it challenging; I struggle to develop a writing style I am happy with.

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* Use of DSLR to capture images; reading the numbers on the display to achieve the correct exposure.

* Photoshoots carried out by me, but always in collaboration with client.

* Client may be present depending on location.

* If the client is present there is some conversation, this is informal and centred around the product/business and the days shooting plan.

* Research is always carried out prior to planning a shoot and includes;

- Conversation with client about purpose of shoot and outcome.

- Receiving digital mood boards from client

- Reading about the client, looking at client website and social media to establish brand identity.

* The purpose of the research is to inform planning for photoshoot.

* There will be a lot of internal dialogue such as; - What equipment will be needed?
- Will props be required? - When/where will be the best time to shoot?

* The outcome of the shoot is to create high quality images for the client.

* The level of creative freedom I have depends on the client. Some clients have a clear idea of what they want, meaning I work to a brief and some don’t, so I have full creative control.

* Once a location is established there is some map reading involved.

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The Literacies for Learning in Further Education (LfLFE) project was a collaboration between two universities - Stirling and Lancaster - and four colleges, Anniesland, Lancaster and Morecambe, Preston and Perth.

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The findings identified that literacy practices are Multi-modal. 'On the whole, students reading and writing combines the use of symbols, pictures, colour, music, etc.' (Ivanic, 2009)

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The findings also identified '12 Dimensions' of a literacy practice:
Participant(s)
Audience
Purpose
Medium
Mode
Artefact
Activity/Process
Content/Topic
Text-type/Genre
Place/time
Values
Identities
And notes that "a change in any one changes the nature of the practice" (Ivanic, 2009)

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It is customary to have an online  presence in todays digital world.

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I want to be seen as someone who is professional and with 77% of consumers believing that a website makes a business appear more credible (Verisign, 2015) it was essential that I developed a website for my business.

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https://sadietoveyphotography.com/new

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48% of people cited a website’s design as the number one factor in deciding the credibility of a business. (Blue Corona, 2018)

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* I carried out research online, looking at other photographers websites.

* Make written notes highlighting features I like and content that is included.

*Internal dialogue;
What do I like and why?
What don't I like and why?
What will I include in my website?

* I begin to develop my own ideas and this is  discussed with close family and I listen to their feedback.

*  There is extensive online reading around the subject of design and consumer internet habits prior to developing my website.

* The purpose of the reading is to;

- inform web design including colour, font and layout

- establish what content is needed

* The outcome of the research is a website that is;

- easy to navigate

- appealing to consumers

- generates leads and    revenue

- represents personal identity/values

* I have complete freedom over the content but the design layout is limited to the templates available in Adobe Portfolio.

* I use Adobe Portfolio as it is included with my Photoshop subscription.

* Digital literacy required to transfer content from a free website that had ads.

* These ads made me appear unprofessional and weren't in line with appearing like a credible business, which are important values to me.

* Digital literacy required when linking external platforms to the website, i.e booking platform, email and social media pages.

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Getting Online, 2015. VERISIGN 2015 ONLINE SURVEY: 97 PERCENT OF SMBS WOULD RECOMMEND HAVING A WEBSITE TO OTHER SMBS. Available at: <https://blog.verisign.com/getting-online/verisign-2015-online-survey-97-percent-of-smbs-would-recommend-having-a-website-to-other-smbs/> [Accessed 28 January 2021].

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Emphasis on the social aspect of literacy. A view that values the ‘literacy practices that we are already engaged in' (Street, 2001).

Links 'reading and writing activities to the social structures in which they are embedded' (Barton & Hamilton, 2005)

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* Market research is carried out using the website Survey Monkey.

* Survey is kept very short to ensure readers complete it.

* Readers respond by selecting from multiple choice answers.

* Formatted this was to make it easy for the reader.

* Survey is posted to social media as a link.

*Anyone can take part but target audience will be identified with a short sentence about the survey and who it is aimed at.

* Results are analysed and  inform any promotions that I run.

* Language used is basic English, with some key photographic terms i.e portrait/photoshoot/ digital images.
Example question below;

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* I can choose how I display results i.e pie charts, line graphs etc.

Example of results;

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* My Instagram feed includes images with text and hashtags underneath.

* All my own images.

* There are rules about how many hashtags I can use, currently 30.

* There is a 2,200 character limit.

* Creativity is limited to content, I can choose what I publish and write.

* Text font cannot be changed.

* I have opted to post images in black and white to make the feed more uniform looking.

* The text that accompanies the image has been chosen to give some context to the image.

* Text can include; details about the if the image was part of a project, what I enjoyed about the shoot or why it was important to me.

* Internal dialogue helps develop this content.

* I always try to include this information as this is usually what prompts me to take the images or embark on a project.

* Feelings make it personal to the reader.

* I also find it easier to write about the experience or person in the image.

* Hopefully makes it interesting to the viewer and gives the image some meaning.

* Readers can like and/or post comments.

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* Facebook posts are a combination of my own content, shared content from other sources and promotions.

* This content differs in that it is more varied.

* This platform has more local followers and local pages, ideal platform for sharing promotions.

* The format of the feed (More spread out and vertical) allows for varied content (in terms of colour and style) without it appearing  messy.

* Informal language used.

* Emojis might be used with text.

* Reader can like, comment or share this content.

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* Facebook business suite  allows me to see how well posts perform across both Facebook and Instagram on a post by post basis.

* Shows gender of followers across platforms.

* Shows locations of followers across platforms.

* Regular analysis of the data shown helps inform; marketing material and language used.

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* Clear gender divide across platforms.

* This will influence content delivered.

* Instagram majority male followers; sport imagery and male fashion.

* Facebook majority female followers, ads related to family photoshoots would be put on this platform.

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* Reading data displayed to establish effectiveness of ad's.

* I have to interpret the data shown.

* Specialist terms are used, some knowledge required to understand them.

* Data displayed numerically and as graphs.

* I can select to see an overview or more detailed analysis.

* Demonstrates website traffic and user data i.e time spent on site, most visited pages etc.

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* A diary format scheduler is used to plan and post content across platforms.

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* Images are captured using a DSLR

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* A mind map for personal use to inform website planning.

* I have identified areas that I liked/disliked about websites researched.

* Short phrases are used to record key points from research conducted.

* This would be kept and used alongside digitally bookmarked websites.

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* I am responsible for developing the website and the content.

* I sometimes ask for feedback from close family regarding design elements; i.e gallery cover images.

* I will ask family to use the website on multiple devices. Listening to their feedback to help optimise the site for mobile use. This is crucial as over 55% of users access via a mobile device. (Statcounter, 2021)

* The website design and content has been informed by the research, but also reflects my own values, principles and identity.

* I value honesty and transparency which contributes to the content and how it is structured. i.e I have published a price list online and made the pricing easy to locate and simple.

* Some of these decisions are not in keeping with the conventions of other photographer websites, who often don’t publish prices; I learnt this during the research process.

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* The about me page is the first page in my menu.

* The text is clear to read and the language chosen is very informal.

* There is a short paragraph, some images, including one of myself, contact information and some personal information a bout things I like.

* The content included was chosen to;
- give the business a personal identity
- to demonstrate my values of being open and honest
- Be fun
- Encourage clients to let  feel comfortable.

* It is conventional for most photographers 'About Me' page to have a self portrait or headshot.

* I opted for an image of myself out shooting as it was more informal.

* I dislike it when personal websites are written in the third person.

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* Not a standard price list structure.

* Includes text and image; designed in this format to be easy to read, fill page and showcase work.

* Large font that clearly displays prices.

* Text on image suggest suitability.

* Explicit price examples - what you get and when it is suitable.

* Link to FAQ'S

* Link to contact

* Some industry specific terms used i.e photoshoot /digital images.

* Terms aim to be understandable whilst demonstrating my knowledge.

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* Completed by client

* Digital copy sent, also available as a hard copy.

* Client is to read, sign and return.

* Language is formal and makes reference to legal aspects of photography rights.

* Clear structure and easy to read.

* Not easy to comprehend, I often have to explain to clients that is is a legal formality to say they are happy for me to take their photo.

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* A simple read and write checklist.

* To be completed prior to a photoshoot.

* Bullet point's with tick boxes to cross off as appropriate.

* Scheduled in time order.

* Personalised for me.

* Form is black and white  for cheap and easy printing.

* Clear and easy to read.

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* Editing images requires a moderate level of digital competency.  I am required to;

- Upload files to computer

- Create a client folder

- Edit using camera raw and Photoshop.

- Save files in new format

- Transfer files to Canva and create ads for client

- Transfer all files to client using WeTransfer.

* The purpose here is developing images and adverts that the client is happy with, they must be in keeping with clients’ brand and customer base.

* I am still developing my Photoshop skills and sometimes watch YouTube tutorials.

* I am yet to see a Photoshop tutorial by a female photographer, that’s not to say there aren’t any, they are just less prevalent.

* This perhaps reflects the lack of women in the creative industries sector. It is a male dominated sector with only 37.1% being women. (DCMS Sectors Economic Estimates 2019: Employment, 2021)

* All files are delivered to clients using WeTransfer.

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* Tutorial videos are used for some editing in Photoshop.

* This requires I follow the video, listening carefully and following instructions.

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* I edit images using Photoshop.

* Digital literacy skills are required and a proficiency in Photoshop.

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www.canva.com

* Canva is a tool used to create ads.

* I can use templates of create my own designs.

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* Ad created for a vegan bakery.

* I have full creative control.

* Font chosen to match that of clients logo.

* Image used to reflect branding and customer base.

* Vegan customers may be environmentally friendly and so the information regarding free local delivery is included in the ad.

* Text is limited to make ad's more aesthetically pleasing and highlight key points i.e flavour/price.

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* Ad for local personal trainer.

* Colour chosen to match clients brnading.

* Limited text to get key information to reader.

* Image chose to appeal to target audience.

* Font clear and easy to read.

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* Digital files are sent to clients using WeTransfer.

* A brief sentence is included so they know what documents they are receiving.

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* Communication between myself and clients can be direct via email or a message through social media.

* Customer interaction will include conversations about image requirements, location, pricing, and availability.

* I want to appear professional but also fun and easy to work with.

* I therefore opt to use more informal language.

* Language used may differ slightly based on any existing relationship with the client and also the brief i.e
- Client relationship -
A friend texts me - more informal language used vs a new client emails me - more formal language used.
- Brief -
Photographing vehicles on location for a high end business vs photographing a sneaker collection in the studio. Formal language vs informal language based on brief.

* There are strategies in business regarding sales, but sometimes these conflict with my own values.

* A hard sell might include calling a client several times to follow up, chasing leads and really selling yourself.

* I find this difficult to do as it conflicts with my core values such as integrity and transparency.

* I do photography because I enjoy it not for the money.

* I want this to be evident and this clearly influences my choice of language and interactions when it comes to sales, marketing and communication.

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With this research in mind I looked at my own daily literacy practices and identified several areas where literacy is most prevalent and meaningful including;

. Family Holiday Planning
. Photography Business
. Member of Running Club

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* Direct messages through Instagram.

* Prefer the layout as easy to identify my writing.

* Informal and conversational in style.

* Acceptable for emojis to be used.

* Seems to be conventional that on receipt of a message it is 'liked' by the reader to acknowledge receipt, whilst allowing them writing time to respond.

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* More informal as relationships have already been established.

* This example is from a client who I now consider a friend.

* Errors in grammar and punctuation are common as I am often on my phone.

* I would rather avoid any and all errors, however the platform lends itself to being less formal.

* I often struggle to identify at a glance what text is mine and what is the clients.

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* Text is structured in paragraphs.

* There will be questions directed at the reader to establish their requirements.

* Conversational approach to writing.

* I aim to be friendly but professional.

* Grammar and punctuation needs to be correct as it is a reflection of my business/professionalism.

* Slightly more formal than messages through Social Media Platforms.