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.
“EARLY TO RISE” NORM: Adventure means getting up at the crack of dawn, no matter how tired — maximizing the day.
“EARLY TO RISE” FORMS: Adventurers already on the road/trail/move — hard at work — as the sun begins to appear. (Note sometimes it’s difficult to tell if the sun is setting, not rising — if the former, then the image is about grittiness, perseverance, tirelessness, etc. However, the language cues often help us determine which is which.) Ambitious, aspirational tonality: “Expect more from your day.” “Go far. Feel good.”