The Cave #1

Welcome to the first edition of The Cave, Allegory’s weekly (ish, probably) newsletter. 

Rather than a collection of links you’ve probably already seen, we’re aiming to provide a sideways look at what’s going on in our world and yours. 

We’ve split this into comms, because that’s what we do, culture, because it drives what we do, and curiosities, to cover off anything and everything else (and feed an insatiable devotion to alliteration).

The Cave is named after Plato’s allegory that delves into truth, and how those with different experiences or backgrounds may perceive it. Or, in modern parlance, hot takes. 

Apologies in advance for the overuse of (brackets) and a likely descent into the esoteric.

So, here it is. #1.

Comms

The end of the world, and communicating when everyone can know everything

The asteroid 2024 YR continues to enjoy minor celebrity status, with scientists calculating the 90m long block of rock now has a 3.1 per cent chance of colliding with Earth (up from previous estimates of 1.2 per cent and 2.3 per cent).

Given the long odds, the localised effects of any collision, and the success of NASA’s Double Asteroid Redirection Test (DART) mission in 2022, it’s hardly a cause for panic.

In fact, the attention is at least in part due to an increase in monitoring of near Earth objects, according to Gareth Collins at Imperial College London. Essentially, it’s not that this is necessarily unusual, we just know more now.

This deluge of information is nothing new. Trump 2.0’s communication strategy is to flood the market. AI chatbots put the near-totality of human knowledge (as well as a slew of slop) at the fingertips of anyone with an internet connection. 

Communicating when everyone knows everything, and it constantly seems like the world might end requires a deep understanding of not only current culture, but historical context. 

Does your big insight that things are bad hold true? Or do we just know more than we ever have before? 

Culture

SNARF, SOA, UFC, and OK fine, we’ll talk about the new White Lotus theme song 

That’s a lot of acronyms. Let’s take them one at a time.

SNARF (Stakes/Novelty/Anger/Retention/Fear) was coined by Buzzfeed founder Jonah Peretti as a pithy(ish) way to criticise big tech platforms that “incentivise content that maximises addictiveness”. The term formed part of an argument for a new social media platform that would utilise AI to create a safe and fun corner of the internet.

SOA, or Save Our Arts, is a new collective that will campaign throughout the upcoming federal election for policy priorities that include $5 billion for a cultural infrastructure fund and an AI Act to protect copyright and intellectual property. The group claims Australian culture is "at a crossroads" as big tech (them again) decide what audiences consume.

UFC, or Ultimate Fighting Championship, made headlines recently after NSW Premier Chris Minns defended his government’s $16 million deal to bring the sport to Sydney by comparing it to funding for ballet and classical music. (There’s a lot to unpack on this, and we don’t have space, but it’s worth a Google).

OK was first used by Boston Morning Post editor Charles Gordon Greene as an abbreviation for “oll korrect,” or “all correct”. But that’s not really the point. Fans are up in arms after a change to the theme tune for the much anticipated third season of The White Lotus (as it did for season two). It’s less tongue-heavy gargling, more disconcerting children’s party.

What does all this mean? A battle is underway to not only lead culture, but to define it.

Would the (gentle) outrage over a theme tune find a home in Buzzfeed’s ‘port in a storm’? Is Peretti’s promise to “use AI to give users agency” compatible with the fear of SOA policy adviser Dr Ben Eltham that AI is “stealing the jobs of artists”? And does one form of culture need to be justified by comparison to others? 

We may be about to find out.

Curiosities 

Self-indulgence, or thoughts on launching a new agency

Yes, we’re talking about ourselves. But it’s our newsletter and it’s been a big few weeks. We promise it won’t be a regular feature.

Immediate takeaways. All the cliches are true. It’s emotionally exhausting. We’ve had to learn some new skills, and put aside some aversion to self-promotion. The response has been overwhelming, and we’re deeply grateful for all the kind words. If you were one of them - thank you.

The ‘sideways look’. In one of the most meta moments imaginable, we found ourselves in a cafe, on launch day, seated a few tables away from the creators of hit ABC show, Optics. The series depicts a PR agency as it helps to cynically triangulate the latest corporate crisis, a tone which contrasts dramatically with the warmth, hope, and sense of community we felt that day. 

Probably doesn’t make for great TV though.