“The world is ruled by signs and symbols, not by laws or strength.”
Chapter 1: The Advertising Age
The protagonist, Babylen Tatarsky, is a disillusioned Soviet intellectual turned copywriter in post-Soviet Russia. He navigates the chaotic world of 1990s advertising, where Western consumerism clashes with the remnants of Soviet ideology. His job involves crafting slogans that manipulate public perception, blurring the line between reality and illusion.
Chapter 2: The Rise of the Simulacra
Tatarsky’s career takes a surreal turn when he encounters Che Guevara’s ghost, who critiques capitalism. He joins a secretive advertising agency that worships the Mesopotamian goddess Ishtar. The agency’s clients include oligarchs and politicians, all seeking to control reality through media manipulation.
Chapter 3: The TV Oracle
Tatarsky experiments with hallucinogens, leading to visions of ancient Babylonian priests performing rituals that mirror modern advertising. He realizes that consumer culture is a new religion, with brands as deities. His mentor, Gireiev, reveals that television is a tool for mass hypnosis.
Chapter 4: The Election Campaign
Tatarsky is tasked with creating a political campaign for a faceless candidate. He devises a strategy where the candidate’s image is entirely fabricated, proving that reality is irrelevant—only perception matters. The campaign succeeds, reinforcing the novel’s theme of hyperreality.
Chapter 5: The Final Revelation
In a drug-induced trance, Tatarsky meets the god-like figure of “Himself,” who explains that the world is a simulation controlled by advertising. The novel ends ambiguously, with Tatarsky either ascending to godhood or succumbing to madness, leaving the reader questioning the nature of reality.
Key Ideas
- The collapse of Soviet ideology and rise of consumer capitalism in 1990s Russia.
- Advertising as a modern myth-making tool, replacing traditional religion.
- The blurring of reality and illusion in a media-saturated society.
- Satire of post-Soviet political and economic corruption.
- Exploration of psychedelic experiences as a means of uncovering hidden truths.
Who should read this book?
- Fans of postmodern literature and philosophical satire.
- Readers interested in critiques of consumer culture and media manipulation.
- Those curious about Russian literature’s take on post-Soviet society.