While a portrait endeavours to capture the character of a person, the action or on-the-job images tells us something how they engage with the rest of the world. More than simply an image of a person doing something, these shots are about people being themselves .

Action or on-the-job shots add depth to promotional images and web sites. Use of a poor, inert and lifeless image can actually be counter-productive. An interesting, vital and energetic shot, on the other hand, can make a page come alive. In this section we analyse what makes a good action shot and look at a few examples of shots which are well within the range of the average photographer if they keep few simple tips in mind.

The action shot tells its own story and contains a balance of three essential elements:

THE PERSON

• Inevitably, much of our identity is linked to what we do on a daily basis. Roles impact heavily on how we perceive ourselves and on how others see us. A good on-the-job picture will enhance this perception and will confirm the person in their role. A butcher will look like a butcher, and a farmer will obviously be a farmer.
• Think twice before using models and endeavouring to create the perfect environment with props and special lighting effects. You might end up with a technically pleasing shot, but most viewers will see through the manipulation and not connect or identify with the action. The dairy farmer on the right is the real McCoy, and he looks the part.
• It is important that the subject be totally engaged and absorbed in the task. Concentration, focus, intensity, satisfaction, fun - any or all these will add interest to the final image. Don't give up on the shoot until you have captured this vital, human element.
• Enlist the cooperation of the subject. Talk to them. Ask them to describe what they are doing. They will often be able to suggest angles and tasks that will photograph well. The more you understand what a person is doing the easier it will be to choose your shot and anticipate the sequence of events
• Before shooting, observe them on the job. Watch how they use their body and their eyes. Get a feel for the rhythm, sequences and speed. Analyse the components of the task. Make a mental note of interesting angles. Don't be afraid to ask them to repeat a sequence more slowly in order to capture the image.
• Match the emotional state of the subject. If it is a fun task, then the shoot should be fun and the image should reflect the same. If it is serious or dangerous situation, such as using machinery, be just as focused and serious as you take the shot.

THE STORY

Behind every image there is a story which can be explicit or implicit. The intrigue and appeal of image is in the story. It is the script of what is happening. Whether simple or complex, it is the freeze-frame of a moment of real life which contributes to the authenticity of the image.
The farmer on the right is not just feeding hay to a black cow. Look closely and you will see a story of trust between man and beast. The cow is well fed with a glossy black coat. The farmer is teasing the hay from the bale and about to hand-feed the animal. The lush green grass. The diminutive size of the cow. These are all part of the story of the Small Cow Dairy, its fine cheeses and farmer Mark Williams who has a close bond of affection and trust with his animals.

THE CONTEXT

Context provides the background to the story. It has to do with the setting and how and where the image is utilised. One of the things that has happened with the explosion of digital photography is that many images have lost their value. Many magazines and publications have slashed their image budgets and rely on stock photos or other sources of free images. The result is that images are often used out of context and lack authenticity.

For example, to use the image of celebrity Paul Mercurio and the flaming barbeque to describe a typical backyard Aussie BBQ would be out of context. The context is all about celebrity chefs demonstrating their cooking skills in a large, regional food celebration in NW Tasmania.

To be effective, any image you use for promotional or website purposes should be set in the context of your business.

Context also provides the setting of the story. The image of the truffle hunt tells a delightful story of a man and his dog searching for truffles. The context of the grove of hazelnut and oak trees is appropriate for the obvious reason that this is where the truffles are to be found. The image is also set in a wider context of Manjimup Wine and Truffle Company. Why would this producer choose to use generic shots of a truffle hunt when they have the genuine article on their own property?

SUGGESTIONS & OBSERVATIONS

• If the job is serious or dangerous, endeavour to be as unobtrusive but as cooperative as possible. The challenge is to avoid interfering with the task while capturing the story in context. Concentration, dramatic light. People using machinery can provide great action shots. Safety is paramount. Stand back and zoom in rather than risk injury or accident.
• Get into the spirit of the action. Become part of the context. Participation gives you an inside advantage. If you are caught up in the energy of the action, it will show in the images you produce.
• Technical tip: Increasing the ISO rating to between 400 and 800 will give you faster shutter speeds. The images may display a bit more noise (graininess) but generally speaking, this is not a big issue with action shots. This is particularly the case with indoor images
• Wherever possible, use a tripod or a monopod especially with indoor shots. You are contending with enough movement as it is. Using a tripod eliminates extraneous movement.
• Don't be afraid of blur. It can give a real feel of action, but do try to keep the centre of the bulls-eye in focus. Many frozen action shots tend to look unnatural.
• Vary your shots. Be adventuresome. Stand on a chair and look for a high angle. Explore low angles. Shooting from behind can produce interesting shots.
• Be content once you have captured a good, interesting image. You do not have to win prizes.
  Pay attention to light. Beware of backlight of windows and avoid light globes in the background. Reflective surfaces, including spectacles can quickly ruin a potentially good shot.  Endeavour to eliminate as much as possible, all non-relevant distractive content. This includes stuff on the table, on the ground clutter. Take a good look around and have a quick tidy, but do leave in things that add to the story and are a natural part of the context.
• Pay close attention to choosing a good background - it is in effect the context which provides the setting for the story.

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