To Raymond Williams, television is a complicated blend of imagery and persuasion that is dependent on socio-cultural factors to achieve relevant contemporary meaning for the view or television analyst…
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Advertisers and network agencies have their own agenda regarding television content in terms of attracting homogenous groups of viewers together to understand a product or brand identification. Cultural symbols are being presented within these messages that are a part of programming and narrativised. The inherent or learned cultural codes within people of different demographics help to identify with content and make sense of not only the flow of ideas and images, but to somehow make sense of the self in the process. Williams’ views are directly related to cultural dimensions in the viewer and seem to represent an accurate view of flow and interpreting value through presentation and contemporary output.
Evolution of television
Cultural codifications: Inherent or learned processes that help viewers make sense of themselves. Consider the evolution of television. In 1953, the Butterball turkey is introduced. In 1954, Swanson advertises its first television dinner on The Milton Berle Show (Lempert 2002). In 1962, Pepsi creates Diet Pepsi (Lempert). Advertising in television has ingrained many of the different cultural codes that are used today in making sense of life, in a sense finding commonality with others based on lifestyle elements.
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The concept of technological determinist, which was elucidated by McLuhan, holds that a direct relationship exists between technological advancement and social change. The theory asserts that novel technologies are the ultimate source of the tremendous changes that are evident in the social and historical aspects of human race.
Similarly, television is equally of significant influence on the construction of identity among both children and adults alike. For instance, there are numerous complaints raised relating to the depiction of thin model within TV programmes on fashion that clearly stimulate young women to desire to be thin as the fashion model they view on the TV.
Once a working definition of “rehabilitation” is agreed upon, the task of the analysis becomes almost impossible, again, in trying to agree upon what “contemporary penal policy” really is. Over the course of this paper, these two issues will be addressed, though never completely resolved.
Added to this parade of misfits is the Family Guy (1999) created by Seth McFarlane, and starring Peter Griffin ("Family Guy"). While FOX television seems to be obsessed with portraying the average and dominant American family in the worst possible light, Family Guy
and social roles, fiction provides examples and analogies that bridge gaps in understanding in reinforcing how we should behave as well as reflecting how we do behave. Although we seem to have made tremendous advances in social equality, an examination into one television
The importance of the conceptualisation of cultural materialism theorized by Williams is relevant in understanding the multi-dimensional perspectives of cultural studies in the sense that the notion of cultural materialism directed cultural theorists to expand their research also by exploring new areas.