Basic communication literatures would differentiate various methodologies that highlight how significant encoding and decoding are in the process of communication in general. By the literal translation, the process of encoding signifies the conversion of various pieces of information from system into another with the use codes. These codes can fall different categories such as sign, letters or symbols that be generated to form secret meaning. The process of coding constitutes to both rules and signs that decipher how the signs are used and what complex messages are formed. Both culture and sub culture are formed due to the full-pledged purpose of coding. For example, Adorno and Horkheimer that the field of advertising, per se, was created to promote and sell goods in a particular economy that revolves in a culture (Adorno & Horkheimer 209). What this statement suggest is that culturally, there is already an existing way on how people interpret (both encode and decode) pieces of information.
Two elements that Adorno & Horkheimer wishes to highlight are specific attention and providing information (Adorno & Horheimer 210). Codes are vastly and widely distributed in specific language culture or community. These codes, even in its raw form, appear to be constructed. For example, in the practice of advertising, simple visual signs are used to generate “near universal’ meanings. The strong evidence pointing to this is the reality that there are natural visual codes that are culture-specific. The ideological effect, therefore, mentions that people must not be fooled by appearance. In the process of both encoding and decoding, the transmitted message teaches the receiver in the form of a physical representation of data (such as symbolism). This is the same system that William in his theory called “magic” (William p 245).
In reality, it is possible for the recipient of the message to interpret or get both the literal and figurative message of the disclosure. That is why there is a term “global” meaning that exists. Jackson Lears proposed that in terms of communication, in order to establish the strong consumer culture, it is important to create a favourable morale climate. As an example, he stated that between the periods of 1880 and 1930 there was a shift from a Protestant ethos of salvation in the form of self-denial. This self-denial leaned towards a therapeutic ethos that stressed self-realization (Jackson Lears 81). The change led to a favourable moral climate. In the theory generated by Lears, he continued examining the link between the changing social values, advertising and the redefinition of the American society into a consumer culture that served as an influential starting point of communication and symbolism.
What is the link of favourable morale climate to encoding and decoding? The concept of television advertising, for example, created the waves for the institutional structures of broadcasting that links to the practices and networks of production. These productions, thus, construct the different messages that generate symbolism to be encoded and decoded by the recipients. At some point, these broadcasting structures must carry with them encoded messages that are reflected in the form of meaningful disclosures. It is also important to take into consideration the rule of languages, wherein the societal-institution relations of production must adhere and pass the discursive rules in order for the products to be acknowledged or realized. As a result, the rules of languages become a dominant force.
Sontag, on the other hand, challenges the creative minds of people by highlight the significance of photographs in today’s generation. Unconsciously, photographs emit various interpretations of people and this is also affected by the language and culture that is pre-dominant in the individual’s society. Sontag highlighted that photograph has increased the concept of aesthetic consumerism to which a lot of people are now hooked (Sontag 24). The physical characteristics of photographs such as beauty are then linked to different meanings that lead to mental interpretations.
As a summary, it is easy to point out why the processes of encoding and decoding are vital in the process of communication. Even with the technical theories, message interpretation is the main function of communication. The sender of the message begins the process with a though in mind which he or she wants to communicate. The method on how he will communicate this message is now affected by the society and culture he belongs. The process of communication then translates to codes. These codes are translated into different forms that are sent or transmitted to the receiver. The coding process begins, when these codes are transformed into a form of language. The process is initially done mentally and then progresses into a physical representation such as written and spoken language. The language serves as the physical interpretation of these codes. The field of advertising, for example, greatly depends on the transmittal of information into the minds of the consumer. That is why there is a wide science behind consumer behaviour. In order to formulate an effective communication campaign to reach the target audience, the message transmitter must take into consideration various factors such as culture and information familiarity of the consumers.
References:
Adorno T & Horkheimer M. “The Culture Industry” in The Dialectic of Enlightenment.1944. P.94-136. Print
Lears J. From Salvation to Self-Realization: Advertising and the Therapeutic Roots of Consumer Culture. 1983. Print
Sontag Susan. In Plato’s Cave from the book On Photography. 1977. Print
William R. Advertising: The Magic System from the Long Revolution. 1961. Print
