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.
“SMOKY SOUL” NORM: Smoky flavor activates a sense of depth, groundedness and “Western” adventure.
“SMOKY SOUL” FORMS: Earthiness. Brown, smoky color schemes. Burning wood. Earthy tonality: “Smoky tang,” “Earthy flavor,” ”Deep flavor” Where there’s smoke, there’s fire: “Smokey heat,” “smoky fire,” “fire roasted flavor” Grounded: “Authentic,” “Real Western BBQ,” “Made in ranch country.”
From a 2020 study of the Dig Deep space — defined as “Proving that you have true grit.”