( Hall 1980 , originally published as 'Encoding and Decoding in Television Discourse' in 1973), the British sociologist Stuart Hall proposed a model of mass communication which highlighted the importance of active interpretation within relevant codes. Justin Wren-Lewis insists that Hall's model, with its emphasis on coding and decoding as signifying practices, is 'above all, a semiological conception' (Wren-Lewis 1983, 179) . Hall rejected textual determinism, noting that 'decodings do not follow inevitably from encodings' (Hall 1980, 136) . In contrast to the earlier models, Hall thus gave a significant role to the 'decoder' as well as to the 'encoder'. Hall referred to various phases in the Encoding/Decoding model of communication as moments , a term which many other commentators have subsequently employed (frequently without explanation). John Corner offers his own definitions: the moment of the text : 'the... symbolic construction, arrangement and perhaps performance... The form and content of what is published or broadcast' ( ibid. , 267) ; and the moment of decoding : 'the moment of reception [or] consumption... by... the reader/hearer/viewer' which is regarded by most theorists as 'closer to a form of "construction"' than to 'the passivity... suggested by the term "reception"' ( ibid. ) . Hall himself referred to several 'linked but distinctive moments - production, circulation, distribution/consumption, reproduction' (Hall 1980, 128) as part of the 'circuit of communication' (a term which clearly signals the legacy of Saussure). Corner adds that the moment of encoding and that of decoding 'are socially contingent practices which