When Icelandic author Andri Snær Magnason first published LoveStar, his darkly comic parable of corporate power and media influence run amok, the world was in a very different place. (This was back before both Facebook and Twitter, if you can recall such a time.) He noted as much himself in a recent interview with The Reykjavík Grapevine: “[w]hen it came out in 2002 it was called a dystopian novel; now it’s being called a parody. We seem to have already reached that dystopia.”
It is difficult to create a fictional milieu that touches on anything remotely related to technology or The Future and doesn’t feel dated pretty much the minute the ink dries on the page. (My favorite example of this is the Ethan Hawke Hamlet adaptation, which came out in 2000 and was peppered with cutting edge technology . . . like fax machines and Polaroid cameras.) As such, it is no small accomplishment that in the ten years since LoveStar was released, the book feels not obsolete, but rather prescient, or at least exasperatingly plausible.
The novel kicks off at some indeterminate point in the future, after a series of freakish, but not cataclysmic, natural events lead a group of intrepid Icelandic scientists to seek wireless alternatives to current technology. (An oversaturation of “waves, messages, transmissions, and electric fields,” they believe, is to blame for such events as clouds of bees taking over Chicago, driving out residents and flooding the downtown area with ponds of honey.)
Then comes the dawn of the “the cordless man,” who can both communicate and be communicated to through entirely internal methods:
bq.When men in suits talked to themselves out on the streets and reeled off figures, no one took them for lunatics: they were probably doing business with some unseen client. The man who sat in rapt concentration on a riverbank might be an engineer designing a bridge . . . and when a teenager made strange humming noises on the bus, nodding his head to and fro, he was probably listening to an invisible radio.
None of this, of course, is too great an exaggeration on technology that has come into being in the last decade, and even the absurd advertising methods that quickly become the norm in the world of LoveStar feel accurate. People in debt can rent out their brains’ speech centers out and become “howlers,” automatically screeching advertisements or reminders at specific passersby (“I can’t believe that guy is still wearing a Blue Millets anorak!” or “_Dallas_ is starting!”). “Secret hosts” are hired by companies to go around surreptitiously selling their friends products within everyday conversations. And everything—from birth to love to death—is monetized and monopolized by one gigantic corporation and its subsidiaries: LoveStar.
All of this, it bears noting, is just prologue and backdrop to the novel’s main focus: such is the sheer density of the world that Andri Snær creates within just the first few chapters. There are two main plots that overlap, somewhat achronologically. One follows the executive LoveStar himself in the last hours of his life (Andri Snær has likened the character to Steve Jobs; another reviewer saw Kári Stefánson, the founder of deCODE Genetics). The other plot follows the repeatedly thwarted attempts of a young couple, Indridi and Sigrid, trying to evade the corporate machinations that would break them apart from one another and re-pair them with their supposedly scientifically verifiable perfect partner.
There is a lot going on—arguably a little too much, as some of the larger themes get somewhat lost in the sweep of the (literally) explosive climax, or are, in some cases, grandly dramatized, but done so with little finesse. Though overall, it’s compulsively readable, due in great part to Andri Snær’s kooky creativity and the novel’s simple, straightforward style of prose (credit here to translator Victoria Cribb, who has translated, among others, three novels by Sjón and Gyrðir Elíasson’s Stone Tree).
Read today—in the wake of not only myriad technological advances, but also a worldwide financial meltdown the consequences of which were profoundly felt in Iceland, and will continue to be so for probably decades to come— LoveStar feels a bit like cracking open a time capsule. Its world is poised on the edge of implosion, held in check by only the tiniest bit of better judgement. “If we don’t do it,” LoveStar remarks before embarking on one last, ruinous power quest, “someone else will.”