Marketing Code-X

Substance vs. Style

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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.

SUBSTANCE VS. STYLE” NORM: Contemporary pseudo-masculinity is overly focused on unimportant, surface aspects..

Carhartt “Madison” commercial

SUBSTANCE VS. STYLE” FORMS: Construction workers, fire fighters, others who are naturally manly and don’t need to work at it. Admiring/scornful. “Fire fighter strong!” “These guys don’t need spin class.”

Carhartt “Madison” commercial

From a 2018 study of the Strong & Stoic space — defined as doing your duty, toughing it out, self-sacrificing, uncomplaining.

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