Is his strategy is a success? This depends on whether you find such corporate monstrosities as LandO’LakesGMFord and ColgatePalmoliveYum!BrandViacomCredit hilarious or hokey.

(“Lenny Abramov, last reader on earth!” declares his friend Noah, over drinks at a popular new bar on Staten Island called Cervix.)Īlthough there is plenty of overlap between Super Sad and his previous two novels (especially Absurdistan), pushing the setting 15 minutes into the future helps make Shteyngart’s obsession with slang, sex, the Russian immigrant experience and the shortcomings of the American military-industrial-political-media complex appear fresh. Kindle versus hardcover) and more focused on whether books have a future, period.

Anticipating the triumph of our smartphone-addicted, attention-span deprived, Google-stupid culture, Shteyngart is less concerned about the future of the book (i.e. Shteyngart’s comic timing has always been exceptional, but with Super Sad he demonstrates his socio-cultural radar is equally well calibrated. (“Duder, that thing smells like wet socks,” notes an airplane passenger, referring to Lenny’s collection of Chekhov short stories.) But a crashing American dollar and the possible repossession of Manhattan by the Chinese means Lenny has bigger problems than the uncoolness of his antiquarian reading habits. In Gary Shteyngart’s satiric dystopia of the near future, books stink. Meanwhile, in Super Sad True Love Story, anti-hero Lenny Abramov is forced to mask the odour of his formidable book collection with Pine-Sol Wild Flower Blast. On the Bookavore tumblr, an anonymous Brooklyn bookseller recently posted an “E-books Article Drinking Game.” Trigger phrases and their alcohol equivalents include “any discussion of book world after 2020 - one drink” and the debilitating “smell of a real book - clean out the liquor cabinet, drink until you pass out, wake up next morning, puke, then continue drinking.”

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