Media scholar John Fiske was a professor of communication arts and the author of eight books. In his books he analyzes television programs to examine their content based on the sociocultural meaning it represents. To communicate meaning to its audience, television uses verbal, nonverbal, and representational codes. John Fiske explains these television codes using three levels which are: reality, representation and ideology. Level 1, reality, is codified by social codes such as clothing, makeup, speech, and gestures. John Fiske gives the example of a tree reflected in a lake that could be the setting for a romantic scene. There are different types of trees that have different connotative meanings encoded in them. It all depends on other technical codes that help create the atmosphere of the scene and encode a completely different meaning. Watching television has become an important part of Western culture today, people spend an average of three to six hours a day staring at the screen. . Television has a huge impact on society and influences everyday reality. The media has a responsibility to persuade people to accept a vision of society. To understand the correct meaning of what is shown, people must refer to their knowledge and experience of the world they live in, so that they can differentiate the reality of what they know from what they see on television. John Fiske uses an example from a scene from the show Hart to Hart in which he compares the settings, costumes, makeup, action and dialogue used for the heroes and villains. The hero's cabin is larger than the villains' cabin. It is humanized and made more attractive by drapes and flowers. On the other hand, the villain's cabin is designed with all sharp corners and hard lines... in the center of the card... side, the population of the dominant ideology, on the other hand, will have a very different perception of the individuals and lifestyles represented in this show. A stay-at-home mom in her thirties, for example, living in a rural area, will likely find this lifestyle unattainable and even undesirable in its superficiality. He may perceive the women on the show as superficial, out of touch, snobbish, and spoiled. John Fiske outlines the codes of representation that determine how television is created and understood. Television is designed to convey meanings that appeal to a society's dominant ideology, but is disseminated among families across a wide range of backgrounds and social classes. Therefore, television directors create and intend a certain meaning, but the meaning is truly created when the viewer receives the message and decodes it using his or her unique frame of reference..