As much as we would like to claim that capitalism rests on high-minded ideals of freedom and free markets, it is, inescapably, a system designed to encourage people to buy stuff. For it is only through this base consumerism that businesses can be profitable. Profitable businesses hire more employees which results in more people with employment. And what do employed people have? Money that they can spend on more products. This, capitalists argue, is a virtuous cycle, a means by which to iterate and innovate humanity towards a better, brighter future, but how can we know that it is not just a single, enormous pyramid scheme designed to line the pockets of the privileged few while everyone else is sold, through advertising, a vision of progress that most of them will never actually benefit from? Perhaps we can't know this for certain, but this first in William Gibson's contemporary works of science fiction will surely offer some cause to be cynical.
It is the summer of 2002 and the world is still recovering from the aftershocks of 9/11, an event which particularly haunts Cayce Pollard, a 32-year-old advertising consultant who lost her father on the same day, and in the same city, as the World Trade Center attack. Possessing both an affinity for the cultural effectiveness of trademarks and a peculiarly allergic aversion to brand logos potent enough to drive her to completely eliminate branding from her wardrobe, she is an invaluable asset to corporations looking to capture the zeitgeist of consumers and ride that wave to unimaginable riches.
This insight into the nature and value of semiotics, however, is a double-edged sword for Cayce. For while it has provided her with a skill that is as rare as it is prized, it has also driven her to seek patterns in everyday life in a manner similar to paranoid schizophrenics. This obsession comes to a head when Cayce finds herself mesmerized by snippets of mysterious footage leaked onto the Internet, the origins of which she must find. With the encouragement and aid from her friends in an online forum, she journeys to Tokyo, London and Moscow in an attempt to untangle a knot she cannot resist. For it in it lies truths about herself and her father that she must know.
A departure from the cyberpunk dystopia that made Mr. Gibson famous, Pattern Recognition is a headlong plunge into the vagaries of modern marketing that represents the culmination of the author's peculiar ideas about the zeitgeist begun in The Bridge Trilogy. Mr. Gibson's unusual insights into the manner in which some people process information were best represented by that trilogy's protagonist, Colin Laney, a man modified by a cocktail of drugs to find patterns in oceans of data. Cayce is, in a literary sense, the origin of that story, a creature who manifests an earlier, and considerably less potent, strain of that particular talent and uses it to locate and unknot significant events of the moment. Few people have explored this avenue of thought. Even so, it is difficult to imagine anyone doing it more justice than the author has here with his unique blend of weirdness, grace and cool.
More broadly, Pattern Recognition is, in spite of its protagonist's aversions, transfixed by brands. Scarcely a paragraph goes by in which a product name is not referenced. Moreover, Mr. Gibson drives home the degree to which brand names have become synonymous with their products by only referring to them as brands, iBooks, not computers. This creates a delightful reading experience, but more than that it invites the reader to contemplate marketing's power which only promises to grow as people and algorithms get better at understanding our eccentric tastes.
Amusingly, this fixation conjures up Pattern Recognition's most charming feature, the degree to which it is rooted in the now quaint technologies and rhythms of the early aughts. Cayce uses Netscape instead of Chrome, newsgroups instead of social media, laptops instead of smartphones. Indeed, written five years before the first iPhone, the mobile economy and the extent to which it has completely altered the information-sharing landscape is not present here in any way. Had this book been written merely three years later, we can well imagine Cayce having found her mysterious footage on youtube which almost seems designed for the express purpose of feeding Mr. Gibson's information obsessives.
This is by no means a perfect work. The plot is weak unto non-existent. The author makes some attempt to connect Cayce's journey to something that resembles action and drama, but this has mixed results at best. No, this is a novel almost entirely about the merits and flaws of men and women who, for reasons both internal and external, are compelled to live outside the box. In this, it engages our every sense. But if such speculative musings fail to capture the reader's interest, there's almost nothing else here.
Charming, fascinating, and sobering work... (3/5 Stars)
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