Marketing Code-X

Activist Farmer

Image for Activist Farmer

Maple Hill 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.

Horizon website

ACTIVIST FARMER” NORM: Progressive farming methods as a political action.

Silk website

ACTIVIST FARMER” FORMS: Farmer at work — expressing concern, care, determination. Manifesto statements: ”Organic isn’t easy. But it’s worth it to us. Here’s what we stand for.” (Horizon) “Pioneering progress since 1977” (Silk). Personal/political credos. “I am a grass-fed organic farmer because my family strives to live a sustainable lifestyle and regenerate the land.” (Maple Hill)

From a 2022 study of the MAKING PROGRESS territory — associating milk with improved, science-driven farming/production techniques — within the Dairy & Non-Dairy Milk category.

Tags: CODE-X, Making Progress, Milk