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.

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.

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