Garth Risk Hallberg in The Millions:
If you’ve been tooling around the cross-referential world of Anglo-American literary blogs this fall, chances are you’ve come across an essay from the Argentine paper La Naçion called “Bolaño Inc.” Back in September, Scott Esposito of Conversational Reading linked to the original Spanish. When Guernica published an English translation this month, we mentioned it here. The Guardian followed suit (running what amounted to a 500-word paraphrase). Soon enough, Edmond Caldwell had conscripted it into his ongoing insurgency against the critic James Wood. Meanwhile, the literary blog of Wood’s employer, The New Yorker, had posted an excerpt under the title: “Bolaño Backlash?”
The basic premise of “Bolaño Inc.” – that Roberto Bolaño, the late Chilean author of the novels The Savage Detectives and 2666, has become a kind of mythological figure hovering over the North American literary landscape – was as noteworthy as it was unobjectionable. One had only to read reports of overflow crowds of galley-toting twentysomethings at the 2666 release party in New York’s East Village to see that the Bolaño phenomenon had taken on extraliterary dimensions. Indeed, Esposito had already pretty thoroughly plumbed the implications of “the Bolaño Myth” in a nuanced essay called “The Dream of Our Youth.” But when that essay appeared a year ago in the online journal Hermano Cerdo, it failed to “go viral.”
So why the attention to “Bolaño Inc.?” For one thing, there was the presumable authority of its author, Horacio Castellanos Moya. As a friend of Bolaño’s and as a fellow Latin American novelist (one we have covered admiringly), Castellanos Moya has first-hand knowledge of the man and his milieu. For another, there was the matter of temperament. A quick glance at titles – the wistful “The Dream of Our Youth,” the acerbic “Bolaño Inc.” – was sufficient to measure the distance between the two essays. In the latter, as in his excellent novel Senselessness, Castellanos Moya adopted a lively, pugnacious persona, and, from the title onward, “Bolaño Inc.” was framed as an exercise in brass-tacks analysis. “Roberto Bolaño is being sold in the U.S. as the next Gabriel García Marquez,” ran the text beneath the byline,
a darker, wilder, decidedly un-magical paragon of Latin American literature. But his former friend and fellow novelist, Horacio Castellanos Moya, isn’t buying it.
Beneath Castellanos Moya’s signature bellicosity, however, beats the heart of a disappointed romantic (a quality he shares with Bolaño), and so, notwithstanding its contrarian ambition, “Bolaño Inc.” paints the marketing of Bolaño in a pallette of reassuring black-and-white, and trots out a couple of familiar villains: on the one hand, “the U.S. cultural establishment;” on the other, the prejudiced, “paternalistic,” and gullible American readers who are its pawns.