While Saussure and Barthes tend to focus on the internal structure of the text, Stuart Hall41 and John
Corner42 refer to the creation and interpretation of texts as ‘encoding’ and ‘decoding’. Hall43 gave a
significant role to the ‘decoder’ as well as to the ‘encoder’ and also called various phases in his model
of communication as moments. Corner44 , after Hall, defined that:
• The moment of encoding: ‘the institutional practices and organisational conditions and
practices of production’;
• The moment of the text: ‘the…symbolic construction, arrangement and perhaps
performance…The form and content of what is published or broadcast’; and
• The moment of decoding: ‘the moment of reception [or] consumption … by …the
reader/hearer/viewer’.