Culture Code-X

Super Social

Image for Super Social

Cafe Bustelo commercial

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.

Tecate commercial, “Mexico is in us”

SUPER SOCIAL” NORM: Mexicans perceived as invested in friendships/fun. Fluidity of boundaries – anyone is welcome to join, door is always open.

Corona Extra “Everybody’s Welcome”

SUPER SOCIAL” FORMS: Group of friends, shoulder to shoulder, headed somewhere fun. Houses crowded with people. “You don’t need to be invited to feel welcomed.” ” We feel at home even in someone else’s home.”

From a 2021 study of “Mexican-ness” codes — as perceived in US culture.

Tags: CODE-X, Mexico