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.

“HEALTHY ROUTINE” NORM: I drink coffee/tea regularly to take care of my body.

“HEALTHY ROUTINE” FORMS: Healthcare tropes and happy women: Yoga, Skin concern (dry season), Vegetables and fruits, Coffee as part of healthcare routine, Lactic acid bacteria logo. Mentions of routine and care: “Nutrition without fail. Treating myself properly.”, “Easy Healthy Yoga”, “Tasty Immunity Care”.

From a 2021 study of the SELF CARING (In order to thrive, you must nurture your body, mind, and spirit) territory, within Japan’s Coffee category.