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.

“FAR-OUT SCIENCE” NORM: You can feel confident in your big decision — because, thanks to advanced technology, you’ll be stepping into the future.

“FAR-OUT SCIENCE” FORMS: High-tech, sci-fi, almost psychedelic imagery showing microscopic objects, complex systems, etc. Saturated colors, black. Ground-breaking. “A new way to fight cancer.” “Be ready for ___.” “Zika, you’re next.”

From a 2018 study of the BELIEVE IN US space, defined as “When making a big change, trust us for advice and guidance.“