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.

“PARENTING PWNS” NORM: Parenting can (and should?) be competitive. Here’s how to get an edge.

“PARENTING PWNS” FORMS: Well-put-together, confident-looking parents (moms, typically). Less about what they’re doing than their self-assurance. Competitive tonality: “Slay the first week of parenthood!” “Win big at parenting.” “Bring it on!”

Note: All examples shown here from Parenting — May, June, and July 2019.

From a 2020 audit of the Parenting space. Thanks, Kelly Webster, for the assist.