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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.
“SPREZZATURA” NORM: Coffee makes me feel cool in an old-world European way.
“SPREZZATURA” FORMS: Studied carelessness, too cool to be stressed out. Italian woman in a café in Turin; George Clooney just being himself. No need to say much of anything at all; trying to sell something is so… American. “Nespresso. What else?” Fun, carefree, Italian: “Buongiorno Chicago.”