In a 2008 essay Zadie Smith held up Tom McCarthy’s austere debut Remainder as a bold exemplar of avant-garde fiction, comparing it favourably to Joseph O’Neill’s lush Netherland, which she deprecated as incarnating the worst delusions of realism.
Funny how rapidly Smith’s distinction has disintegrated: McCarthy’s latest, Satin Island, bears an uncanny similarity to O’Neill’s recent novel The Dog. Both are narrated by an affectless young male professional known only by a single initial (X in the case of O’Neill, U in McCarthy’s); and both dramatise the moral and intellectual contortions imposed by commercial environments on people whose sympathies are with the left.
U is a corporate anthropologist — such people do exist; I’ve worked for one —tasked with unpacking the symbolic meaning of everyday objects and behaviour, with the assistance of an arsenal of continental theory, in order to help brands sell things more effectively to consumers.
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