Marketing Code-X

Farmers at Work

Image for Farmers at Work

Horizon website

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.

Dean’s social

FARMERS AT WORK” NORM: Our farmers’ expertise and care is for your benefit.

Califia advertisement

FARMERS AT WORK” FORMS: Farmers carefully and lovingly tending to their crops or cows; gazing at the farm; tending to the cows/crops (though cows are almost never shown being milked; harvesting almonds, oats, etc.; speaking about their work. Naming names: These are real farmers, not actors. “Cody Turner. Horizon Organic Dairy Farmer.” (Horizon) “John Gardiner. Orchard Operations.” (Califia)

From a 2022 study of the WHOLESOME territory — associating milk with an old-fashioned way of life — within the Dairy & Non-Dairy Milk category.

Tags: CODE-X, Milk, Wholesome