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.

“UNSEEN DANGERS” NORM: The world is full of invisible dangers. Security comes from learning to see them.

“UNSEEN DANGERS” FORMS: Annotated home interior photos. Hyper-clarity of photography suggests that everything can be revealed. “Keep your home safe.” “From now on, security is easy to live with.” “You can’t see/smell/taste lead.”

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