Just whistle. I'll come running.

The elusive art of coded speech.

Dogwhistle. Originally a term from canine training, it now denotes a subtle and often controversial rhetorical practice in politics. A dogwhistle refers to coded messages, words, or phrases that, seemingly innocuous, carry specific ideas intended for a targeted audience. Much like the phrase 'Just whistle. I'll come running', they act as discreet yet effective calls to a particular audience, while remaining under the radar of the wider public. This technique bears some resemblance to astroturfing, another communication strategy designed to create the illusion of a grassroots movement, which in reality is orchestrated and funded by organizations or special interests. Both dogwhistling and astroturfing deftly sway public perception—the former through hidden messages, the latter by engineering public opinion. In short, the art of manipulation.

In these distorted realities, we also encounter more overt forms, skillfully promoted by contemporary communicators to evoke awe and wonder. As highlighted by VML (ex-Wunderman Thompson), there's a growing quest for enchantment, perhaps a veiled yearning for escapism. This is where post-reality narratives adeptly step in. As I previously mentioned, the concept of the “surreal” is exemplified by FOOH, or Fake Out Of Home. These strikingly realistic video creations blend seamlessly into our external environment, yet exist solely in the digital realm, merging fiction with reality to transform the narrative of visual storytelling.

The exploration of post-truth narratives delves even deeper with the emergence of the para-real. In this domain, ordinary objects experience extraordinary transformations beneath the camera's flash. Consider the likes of Unseen makeup, Para umbrellas, and Carlings T-shirts, each revealing concealed messages to smartphone lenses. These seemingly commonplace items undergo a profound metamorphosis, springing to life in the most unexpected manners.

Adding another layer to this complex narrative tapestry is the concept of the hyper-real. This aspect of post-truth storytelling responds to the surreal movement's unbridled fantasy with depictions of the real world so astonishing, they border on the unreal. It's a realm where reality is amplified to such a degree that it transcends into the realm of the extraordinary, challenging our perceptions and blurring the lines between what's real and what's beyond belief.

But what drives all this? Perhaps it's because the key word of our era is to "hack" everything in sight. Every aspect of life is ripe for pushing boundaries, for being revisited and reinvented. In this world of "always more," post-irony stands out as a distinct manifestation of this trend. It evolves beyond mere sarcasm, weaving in layers of sincerity and deeper reflection. Post-irony is not content with surface-level engagement; it dives into the complexities of meaning, uncovering more intricate layers of understanding. This nuanced approach, epitomized in the proliferation of memes, not only enriches online identity construction but also plays a pivotal role in crafting virtual dialogues.

Are we experiencing a dissolution of traditional narratives? Quite possibly, as the techniques previously discussed appear to be responding to a craving for narratives that are more fluid and polyphonic, narratives that can more adeptly capture the diversity and complexity of our modern world. Let it be said: communicators have never had so many nuanced tools at their disposal for nuanced expression.

However, audiences still face the challenge of detecting the presence or absence of these meta-messages and their meaning(s). While the topic could lead us into a paranoia of hyper-interpretation, TikTok, in its infinite wisdom, sees an increase in posts around the hashtag “pronoia” and its empowering melody. Just imagine: a cosmos conspiring in our favor. Inspiring, though perhaps illusory? As new technologies daily nourish a realm of post-truth adorned with business ambitions, discerning the real from the illusory increasingly resembles walking the fine line between the watchdog and the wolf.

MD