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But what is death? I am sitting down with Katrina Crawford and we are here to talk about the White Lotus Season 3 opening credits. Together with Mark Bashore, Crawford runs the creative studio Plains of Yonder, which has crafted the White Lotus main titles for every season so far. But that question about death wasn’t posed by me. It was posed by her. And it challenges us to reflect on the meaning of death, and the many ways to die. Since White Lotus season 3 premiered on February 16, the internet has been abuzz with theories and criticisms around who died and what the opening sequence means. In response, HBO has said: You’ll get it soon enough. So while we wait, we decided to call up Crawford and Bashore so we can dissect one of the most iconic main titles in modern history. The biggest takeaway? Some things can have more than one meaning. [Photo: Courtesy Plains of Yonder] Easter eggs or red herrings? Plains of Yonder has made over a dozen main titles for shows like The Decameron and The Lord of the Rings TV show, Rings of Power. But Crawford says that this title, for White Lotus Season 3, is by far the longest they’ve ever spent developing. While some showrunners don’t consider the main title until the end, Crawford says that Mike White gave the team a whole 10 months to craft the sequence. When they started, Cristobal Tapia de Veer, who wrote the music for previous seasons’ openers, was still composing the new soundtrack. The crew wasn’t even shooting yet. All they had was the script. White Lotus Season 3 has eight episodes. They got the script for the first seven episodes. We know a lot, Crawford tells me. But they don’t know who dies. [Photo: Courtesy Plains of Yonder] Crawford combed through those scrips and crafted meticulous profiles for every character, where she tried to understand who these characters areor who she thinks they are. Once the profiles were complete, she assigned dozens of images to them. Sometimes, she paired a character with an animal (a stoned monkey for the North Carolina mom played by Parker Posy). Sometimes, she crafted a scenario around them (Jason Isaacs’s Timothy Ratliff character appears coiled up in a tree with knives for branches.) These images might intimate a character’s fate or personality, but of course, some interpretations are more literal than others. Maybe someone is presenting one way, but something else is truth, she says. [Photo: Courtesy Plains of Yonder] Animal instincts As with every season, animals carried much of the symbolism. Weve always found that using animals are a better metaphor than people, says Bashore. Season 1 was obsessed with monkeys; Season 2 introduced humping goats; Season 3 goes all in on mythological creatures that are half-human, half-beast. (Crawford spent a month poring over Thai mythology books.) The intro opens with a circus of animals, and the first humans to be portrayed are human faces attached to bird bodies. A bit later into the sequence, Lek Patravadi’s Sritala Hollinger character (the hotel owner) appears by a pond, holding a creature that is half human, half birdperhaps a clue about her mysteriously absent husband. Most of these metaphors are predictably obscure. Amy Lou Wood (who plays Chelsea) appears in the middle of an incriminating scene depicting a leopard that has bitten off a deer’s head with two foxes bearing witness. Which animal is she? Meanwhile, Natasha Rothwell, who plays Belinda from Season 1, is portrayed next to a stork staring down at its reflection in the water, while a crocodile is lying in lurk. Will it snap her up in its jaws? [Photo: Courtesy Plains of Yonder] Fiction or reality? That the team spent ten months developing the title isn’t so surprising considering the complexity of these characters. But there is one more character in the story, and that is Thailand. Like with the first two seasons, the location plays a key role in the story. To build that sense of place, the team spent ten days filming at three Royal temples in Thailand. We shot the daylights out of it, says Bashore, noting that they took over 1,000 photos of patterns, colors, outfits, and of course, those iconic Thai rooflines. We looked for quick visual cues, patterns that feel iconically Thailand. [Photo: Courtesy Plains of Yonder] Getting permits to film was no small feat considering the sacred nature of the temples. The team had to coordinate access with HBO, and other logistical challenges meant that the title took longer to make. But could the delay signal something else? Some shows, like Game of Thrones, have created main titles that change from week to week. Was the White Lotus Season 3 main title so challenging to make because the team had to tweak it as the season progresses? Crawford gives a cheeky shrug that neither confirms nor denies it: We can’t talk about anything you haven’t seen. What we can talk about is what Crawford calls the Temple of White Lotus. Indeed, the temples help anchor the show in Thailand, but the real star of the show is the White Lotus resort, which may have been filmed at the Four Seasons Resort Koh Samui, but remains a fictional place. To emphasize the otherworldly setting, the team broke down the photographs they took into little squares and shuffled them to create new images out of themlike a patchwork that looks and feels real, but ultimately isn’t. We’re not trying to say this is a real place, says Bashore. It’s just a vibe we’re soaking in. [Photo: Courtesy Plains of Yonder] This vibe ultimately blossoms in the seven worlds the team created for the title sequence. The story begins in the jungle, then unfolds in a village, a temple, a pond (in which we see Sam Nivola’s body afloat), a gloomier forest with ominous snakes coiled around trees, an epic battle scene, and the grand finaledisaster at seawhere a throng of men gets swallowed by giant fish. Could this mass killing scene signify more than one death in the show? Crawford’s response? You know it already: But what is death?
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For more than two decades, users have turned to search engines like Google, typed in a query, and received a familiar list of 10 blue linksthe gateway to the wider web. Ranking high on that list, through search engine optimization (SEO), has become a $200 billion business. But in the past two years, search has changed. Companies are now synthesizing and summarizing results into AI-generated answers that eliminate the need to click through to websites. While this may be convenient for users (setting aside concerns over hallucinations and accuracy) its bad for businesses that rely on search traffic. One such business, educational tech firm Chegg, has sued Google in federal district court, alleging that AI-generated summaries of its content have siphoned traffic from its site and harmed its revenue. Chegg reported a 24% year-on-year revenue decline in Q4 2024, which it partly attributes to Googles AI-driven search changes. In the lawsuit, the company alleges that Google is reaping the financial benefits of Cheggs content without having to spend a dime. A Google spokesperson responded that the company will defend itself in court, emphasizing that Google sends billions of clicks to websites daily and arguing that AI overviews have diversifiednot reducedtraffic distribution. Its going to be interesting to see what comes out of it, because we’ve seen content creators anecdotally complaining on Reddit or elsewhere for months now that they are afraid of losing traffic, says Aleksandra Urman, a researcher at the University of Zurich specializing in search engines. Within the SEO industry, anxiety over artificial intelligence overviews has been mounting. Cheggs legal arguments closely align with the ethical concerns the SEO and publishing communities have been raising for years, says Lily Ray, a New York-based SEO expert. While Google has long displayed answers and information directly in search results, AI overviews take this a step further by extracting content from external sites and rewording it in a way that positions Google more as a publisher than a search engine. Ray points to Googles lack of transparency, particularly around whether users actually click on citations in AI-generated responses. The lack of visibility into whether users actually click on citations within AI overviews leaves publishers guessing about the true impact on their organic traffic, she says. Urman adds that past research on Googles featured snippetswhich surfaced excerpts from websitesshowed a drop in traffic for affected sites. The claim seems plausible, she says, but we don’t really have the evidence to say how the appearance of AI overviews really affects user behavior. Not all companies are feeling the squeeze, however. Ziff Davis CEO Vivek Shah said on an earnings call that AI overviews had little effect on its web traffic. AIs presence remains limited, he said. AI overviews are present in just 12% of our top queries. It remains to be seen whether Chegg is an outlier or a bellwether. Ray, for her part, believes its lawsuit could be a pivotal moment in the fight over AI and SEO. This case will be fascinating to watch, she says. Its outcome could have massive implications for millions of sites beyond just Chegg.
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Theres a new website that tracks how much of Project 2025, the 922-page conservative playbook, has already come to fruition under President Donald Trump’s administration. It shows that, in less than two months, more than a third of the right-wing agendas objectives have been fulfilled. The site, called Project 2025 Tracker, is broken down into bite-sized sections based on the goals laid out in document. Project 2025 was written by the conservative think tank Heritage Foundation and several members of Trumps first administration, and although the President distanced himself from the document on the campaign trail, hes since said he agrees with many parts of it. His administration has already proved itself to be at least partially aligned with the projects policy goals. While other major media outlets have compiled list-style round-ups of President Trumps executive orders thus far, the tracker takes a more visual, big-picture approach to understanding how closely Trumps second term is mapping onto a far-right blueprintincluding a Project 2025 progress bar. [Image: Project 2025 Tracker] Breaking down Project 2025 The Project 2025 Tracker is the result of an unplanned collaboration between two Reddit users. It started with Adrienne Cobb, an archaeologist by trade who, outside of work, runs a political and legal news subreddit with 183,000 members called r/Keep_Track. Last month, Cobb decided to make a spreadsheet tracking the Trump administrations progress on Project 2025 initiatives, which quickly gained traction on her subreddit. Project 2025 is one of the biggest threats to democracy, to the common good, that weve faced, Cobb says. It is important that Americans understand what it is and how it may impact their lives. But most people dont have time to read a 900-page document. So, I set out to read it myself and extract the objectives to make it easier for everyone to digest. To build the spreadsheet, Cobb sifted through every chapter of Project 2025, each of which addresses a specific federal agency and recommends how a president can reform it in accordance with the Heritage Foundations vision, she says. For every agency section, Cobb identified a series of objectives, which shes defined as any moment when the author of a chapter explicitly calls for an action to be taken. This is to avoid any subjective reading between the lines, Cobb says. That includes everything from a suggestion that the Center of Disease Control should immediately end its collection of data on gender identity to a directive to reverse the Department of Defenses policies that allow transgender individuals to serve in the military (both of which have since been carried out). The spreadsheet only transformed into a website when fellow Reddit user u/mollynaquafina stumbled across it during their daily spin through the site. I was scrolling through Reddit, like I do most mornings, and I came across a post from /u/rusticgorilla in the /r/keep_track subreddit, u/mollynaquafina says. They posted about the Project 2025 spreadsheet tracker they started. I checked it out and was impressed with the level of detailwith references to specific page numbers and news articles for each objective. As someone with a background in cybersecurity, u/mollynaquafina says, seeing the information compiled in a spreadsheet helped to connect the dots in my brain. Still, they add, others might process information in a visual way. To make the information more transparent, they offered to turn the spreadsheet into a more digestible website. ‘The sheer amount of news each day is staggering’ The first priority of the Project 2025 Tracker, u/mollynaquafina explains, is to highlight just how much progress has already been made in the agendas objectives. To that end, the websites top section is a bright blue overall progress bar coupled with a live countdown of time remaining in Trumps second term. Currently, with 1,423 days left to go, overall Project 2025 progress has already reached 36%. Trumps second term has been much more chaotic than his first, which I didnt think was possible, Cobb says. The sheer amount of news each day is staggering. I believe that is the goal, though: to move fast, to overwhelm, to stun. By the time the people have a chance to organize against a particular action, the administration has alredy moved on to the next objective. As users dig deeper into the site, they can also filter Project 2025 progress by agency, subject (like DEIA or energy), and status. Any objective that has already been carried out is highlighted with a green completed bubble and accompanied with links to both a citation in the Project 2025 document and an accompanying news item. U/mollynaquafina has also added a chart and timeline feature to help users take in the holistic picture. I was very intentional about using factual and neutral language where possible, U/mollynaquafina says. My goal is for people who support the Project 2025 objectives to clearly read about them and ask themselves, Is this what I signed up for? To keep up with the constant influx of news, Cobb uses what she calls a low-tech process of combing through social media, news articles, and federal websites before manually organizing stories by topic in a word-processing document. From there, she compares her notes against the spreadsheet to determine if any news events match up with Project 2025 objectives. The tracker is pulling in around 50,000 to 100,000 visitors each day, with about 10% of traffic originating outside the U.S. Going forward, u/mollynaquafina plans to translate the site into several other languages based on demand. The community has been very supportive of our effort to track Project 2025 but has also expressed a lot of fear about where the country is headed, Cobb says. I think that is totally justified and normal. My hope is that helping people understand Project 2025 will remove some of that powerlessness, remove the fear of the unknown, and spur more collective action to stop its progress.
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