Code-X (19)
By: Joshua Glenn | Categories: Codebreaking

british airways

Call this cultural code: British Process.

Definition: Process is to premium-ness as provenance is to luxury: Instead of gloating over a brand’s distinguished history and authentic pedigree, the brand geeks out over how brilliantly designed its product is… how painstaking its high-tech process. If the brand is British (or “British” in the case of British brands that have been acquired by non-British companies), all the better — because British boffins are (in America’s collective unconscious) perfectionists.

dyson

Notes on this code: Dyson, for example: The company’s founder is portrayed as a relentless, perfectionist genius. The brand’s communications foreground diagrams and cutaways.

dyson 2

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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.