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.

“DISCERNING EYE” NORM: It requires a discerning eye to choose the best of the best.

“DISCERNING EYE” FORMS: Showing the process of selection and tasting process. “Master” figure of coffee/tea checking the ingredients. Zoomed on tea leaves, coffee beans. Tonality around best of class and focus: “Japan’s best tea master,” “One by one,” “Aroma, Color,” “Strict standard.”

From a 2021 study of the HONORING TRADITION (It requires expertise and skill to participate in a time-tested ritual) territory, within Japan’s Coffee category.