Code-X (20)
By: Joshua Glenn | Categories: Codebreaking

doritos

Call this snack-chips category code: Snacking Surrealism.

Definition: Absurdist, ironic, magical, deeply strange evocations of the snacking experience.

doritos 2

Notes on this code: Surrealist experience is a reason-to-believe for chips brands like Doritos and Cheetos. A thumb in the eye to other brands’ more earnest r-t-b codes (like the code we might call Olde Tyme); and a trumping of dominant r-t-b chips codes like Adventurous or Exclusive. You want adventurous and exclusive? Step into the Twilight Zone of snacking.

cheetos

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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.