The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“HAVE MORE FUN” NORM: Pain makes you socially isolated — don’t miss out on special moments with others.

“HAVE MORE FUN” FORMS: People dancing with strangers and celebrating with friends. Couples enjoying themselves on dates. There’s more to life than just working. “React, move, revive.” “Nothing like friendship.”

From a 2019 study — conducted in partnership with Semiotica Studio — of the BACK TO NORMAL territory (getting back on track in life) within Mexico’s Pain Relief category.