Television and Decoding-Encoding - Essay Example

Communication between two entities involves some distortion by its very nature. Television producers are aware of this and utilise many techniques to minimize that distortion. Television is a highly accessible media for public consumption, reaching millions of viewers in the UK alone. Producers of television programmes, and in particular of commercial advertisements, must be highly aware of the potential for the distortion of their messages in order to most efficaciously counter the distortive effects.

They do so by making use of visual and auditory queues in many cases, which guide viewers toward the intended understanding. These queues may be derived by research into current social trends, psychological research, or other evolved responses. Advertisers frequently make use of more subtle queues, with the intent of changing public opinion in favour of their particular products or services. Several techniques are utilised by the producers of television programming and advertisements. Musical queues are ubiquitous, as it has been well established that particular musical queues will inspire particular feelings or thoughts in the individual listening.

In conjunction with imagery, musical choices can have a profound impact on the way that individuals decode the information being presented. Imagery is carefully constructed by the producers of television as well. Whether a programme is designed to influence, entertain or inform, the imagery must be constructed mindfully in order to attain the desired effect among the viewing audience. Particular images immediately engage the viewer on a subconscious level, allowing them to determine almost instantly the apparent purpose of the programme.

Advertisers are particularly skilled in the use of subtle imagery, designed to engage the emotions of an audience while bypassing their higher cognitive functions. We know, for example, that we do not actually need many items presented in advertisements to survive or thrive, but shrewd advertisers inspire us, on an emotional level, to accept the notion that our happiness or well-being are somehow linked to the product or service presented. Our higher thought processes are largely circumvented by the imagery and musical queues presented to us so that we end up feeling that we have some personal investment in the procurement of the services or products being sold.

Producers of television programmes similarly inject particular messaging into their programming, depending upon the desired effect in the viewer. The portrayal of minority individuals in accordance with stereotypes in order to generate either sympathy or antipathy toward members of that group. While this is established within the context of the particular programme, these feelings frequently translate to real life, especially when the same images and ideas are portrayed frequently and in different programmes.