Having finished my latest Pelevin novel, Generation «П» (1999), I’m simultaneously amused and a bit disappointed — I’m glad I read it, mind you, but it signals what from my point of view is a descent from a generalized mystico-sociopolitical madness grounded in history (Russian and Soviet) to a ripped-from-the-headlines version that made him even more popular at the time and that he has continued ever since. I’ll let Mark Lipovetsky provide a general description (from his chapter “Postmodernist Novel” in Russian Literature since 1991 — see this post):
When Generation “P” (translated in English as Homo Zapiens and Babylon) appeared, the majority of Russian critics contemptuously attributed the novel’s unprecedented success to its political relevance — a fantastic version of the 1998 “default” of Russia’s economy and the subsequent resignation of the government – as well as to Pelevin’s recognizable parodies of numerous TV commercials. It was the first of Pelevin’s novels in which the writer displayed his unique sensibility to the “political unconscious” of the given moment and his ability to materialize phantasms hidden in political rhetoric by captivating and grotesque plots and images. However, what initially seemed well-packed journalism, is today almost universally acknowledged as one of the most impressive snapshots of, if not monuments to, the first post-Soviet decade.
Furthermore, when rereading Pelevin’s novel today, one cannot fail to notice its prognostic aspect. Even on a surface level, the novel presents a shrewd political forecast for the 2000s. In Generation “P,” a graduate from the Literary Institute trained to translate poetry from languages he does not know, a character without features but with a “pile of cynicism,” Vavilen Tatarsky, a virtual non-entity and pawn on the chessboard of invisible mighty players, becomes a copywriter, first for commercial then subsequently political advertisements, and as a result rises to the position of the supreme ruler of the media space, the living god and head of the ancient Guild of Chaldeans secretly ruling post-Soviet Russia.
Lipovetsky goes on to analyze the mythological and political aspects, which don’t interest me very much (not to mention that the politicians and businessmen of the day have long been forgotten); what does, and what kept me reading with pleasure, is Pelevin’s unquenchable linguistic humor, which keeps coming up with gems like these:
Эти агентства множились неудержимо — как грибы после дождя или, как Татарский написал в одной концепции, гробы после вождя. ‘These agencies multiplied irrepressibly — like mushrooms after rain, or, as Tatarsky wrote in a conception [i.e., outline/plan for an ad — I don’t know what this would be in English], like graves after the Leader [i.e., Stalin; he changes griby posle dozhdya to groby posle vozhdya].’
МАЛ, ДА УД АЛ [a slogan for a condom] ‘SMALL, BUT THE PENIS IS RED’ [a slight deformation of the saying мал, да удал ‘small but bold’ — i.e., don’t judge a person by outward appearance]
Седера Луминоса [a play on Сендеро Луминосо ‘Sendero Luminoso’]
кока-колготки, кока-колбаски, кока-колымские рассказы ‘Coca-pantyhose [kolgotki], Coca-sausages [kolbaski], Coca-Kolyma stories’
Mercedes is transformed into Merdeses (to get merde) and then Merde-SS
«Богоносец Потемкин» [ship name Godcarrier Potemkin, with богоносец ‘God-carrier, bearer of a religious mission’ a play on броненосец ‘battleship’]
That’s just a random sampling; he tosses them off the way Mozart tossed off tunes. The ads are also hilarious even if you don’t know the originals he’s riffing off, and I loved the bit where Tatarsky calls a friend late at night because he’s having a bad acid trip — the friend gives him a mantra to repeat, Ом мелафефон бва кха ша [Om melafefon bva kkha sha], which he later admits is a slight alteration of the Hebrew phrase od melafefon bevakasha ‘more cucumber, please’ (which is especially amusing because the friend urges him to repeat it while drinking vodka, cucumber being a traditional zakuska). Pelevin’s obsession with drugs (especially hallucinogenic), organized crime (and its jargon), and Buddhism (in what I’m guessing is a very idiosyncratic version) can become wearying, but I never get tired of his jokes. (Incidentally, the name Vavilen is derived from Vasily Aksyonov + Vladimir Ilich Lenin, which is a good joke in itself; it also sounds like Vavilon ‘Babylon,’ which winds up being a reason he gets elevated to godlike status.) Of course, most of the jokes will be lost in translation, but it’s a fun read anyway. Oh, and the “P” in the title stands for Pepsi… but of course we can’t help but think of Pelevin as well.
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