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.

“CULTIVATE COURAGE” NORM: Fear holds us back — so in order to progress, we must develop courageous character traits.

“CULTIVATE COURAGE” FORMS: Woman looking brave, often standing with arms folded. ALL CAPS exhortations to be brave. Exhortatory tone: “Be brave, not perfect.” “Courage not courtesy.” “Proceed and be bold.”

From a 2018 audit of the Female Empowerment territory.