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.

“SNAP OUT OF IT” NORM: You’ve been in a trance — you’ve been in denial — you’re not tuned in. Time to wake up, smell the coffee, and get to work.

“SNAP OUT OF IT” FORMS: Fantastical, dream-like, sometimes absurd imagery/context — creating a visceral sense of disconnection from reality. Repeating your opinions — so you can hear how misguided they sound. “I just smoke at parties.” “Bigfoot exists.”

From a 2018 study of the WAKE-UP CALL space, defined as “Although you may be complacent about your situation, we’re here to educate — and alert — you that you’re not OK.“