Code-X (17)
By: Joshua Glenn | Categories: Codebreaking

Coors Light

Coors Light

Call this North American beer category code: Extreme Leisure.

Budweiser

Budweiser

Definition: Idealized lifestyle — extreme sports associated with beer brands.

Notes on this code: Although this Extreme Leisure coding was dominant in communications from the US & Canadian beer category the time I collected these examples — in 2011 — it’s important to note that at some point in the past, this type of coding was emergent. It emerged as a rejection of the Protestant work ethic — through the lens of which leisure activities were seen as a reward for hard work.

Kokanee

Kokanee

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Joshua Glenn is an author, publisher, and semiotic analyst. He is co-author (with Mark Kingwell and the cartoonist Seth) of THE IDLER'S GLOSSARY and THE WAGE SLAVE'S GLOSSARY, co-editor of the object-oriented story collections TAKING THINGS SERIOUSLY and (with Rob Walker) SIGNIFICANT OBJECTS, and co-author (with Elizabeth Foy Larsen) of the family activities guide UNBORED and three forthcoming spinoffs, including UNBORED Games. He is editor of HILOBROW and publisher of the Radium Age science fiction imprint HiLoBooks. Also: Glenn manages a secretive online community known as the Hermenautic Circle; he is founding editor of the e-book club Save the Adventure; and he's a frequent co-host of Boing Boing's podcast GWEEK. In the ’00s, Glenn was an editor, columnist, and blogger for the Boston Globe's IDEAS section, he co-founded the international semiotics website SEMIONAUT, and contributed to CABINET, SLATE, and elsewhere. In the ’90s, he published the high-lowbrow zine/journal HERMENAUT, worked as a dotcom and magazine editor, and contributed to THE BAFFLER, FEED, and elsewhere. His publishing company is King Mixer, LLC; and his semiotic analysis consultancy is Semiovox LLC. He lives in Boston with his wife and children.