Culture Code-X

Muy Busy

Image for Muy Busy

T-shirt from Hija de tu Madre — LA-based Latina lifestyle brand founded by daughter of Mexican immigrants.

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.

HP commercial — “A ‘Latino job’ is anything a Latino wants.” “It’s in our blood to work hard and put so much passion into our work.”

MUY BUSY” NORM: Not lazy — in fact, incredibly industrious and proud of our work ethic. A growing awareness that Mexico’s economic woes are a legacy of colonialism — not due to any inherent incapacity of Mexicans. Mexican immigrants to the US depicted — except by FOX News — as “dreamers” striving to succeed… and having to work extra hard because of racism and prejudice.

Instagram post from @HipLatina

MUY BUSY” FORMS: Both women and men expressing pride in their own work ethic. Not only blue collar and service jobs. “It’s in our blood to work hard and put so much passion into our work.” “Grind harder than a molcajete.”

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

Tags: CODE-X, Mexico