The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.
Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted 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.
“PARENTING PWNS” NORM: Parenting can (and should?) be competitive. Here’s how to get an edge.
“PARENTING PWNS” FORMS: Well-put-together, confident-looking parents (moms, typically). Less about what they’re doing than their self-assurance. Competitive tonality: “Slay the first week of parenthood!” “Win big at parenting.” “Bring it on!”
Note: All examples shown here from Parenting — May, June, and July 2019.
From a 2019–2020 internal Semiovox audit of parenting brands, media, and culture.