Lingua Franca by William Thacker

So much of our daily lives are consumed with the modern obsession for success, money and being seen to have the right brand above all else. These usually come at the cost of tradition, values and our connections with the rest of humanity. Lingua Franca by William Thacker uses a very original premise to discuss precisely these issues.

Miles Platting is the founder and owner of the naming rights agency Lingua Franca. The sole purpose of this organisation is to pair companies with towns and cities in order to rename with the relevant brand (Milton Keynes becomes Stella Artois for example). The novel concentrates on events surrounding the forthcoming change of Barrow-in-Furness to (and here you have to imagine a drumroll) Birdseye-in-Furness. To say that Miles is a distasteful character at the start would be an understatement - there is a total lack of concern or respect for his employees, the towns he is trying to change or their inhabitants. The callousness of the commercialism and disrespect with which Lingua Franca operates made my skin crawl.

The tragic suicide of an employee is the catalyst of change for Miles. Coming as it does just days before the firm is due to travel to Barrow-in-Furness to launch the rebranding, it adds to the isolation he is already feeling courtesy of the the separation from his wife Kendal - and English teacher who abhors what he is doing with his company and, by extension, to the English Language. The company is so hated that a special island compound has to be built for them complete with barriers and bodyguards. The desolate isolation of the place provides the perfect metaphor for the intense loneliness Miles has begun to feel. Events finally come to a climax that sees him hospitalised.

On waking, Miles is not permitted to speak and is treated in complete silence. Communication is only allowed via the written word and it is through this medium that we are given his story as Miles begins to reconnect with the world. This silent campaign aimed at putting an end to Lingua Franca's corruption of the English language is a stroke of genius from the author - as extreme an idea as the company itself.

William Thacker has produced an incredibly thought-provoking novel that makes you question our way of life and how important language and the ability to communicate effectively really are. Would a change of name (and everything that entails) truly change perceptions of a place and therefore improve its prospects and outlook? Are traditions and history still important?  

The love of language is apparent in every word of this novel, concise to the point where not a single word is wasted - I thought it was a particularly nice touch at the close to bring in Roman, Middle English, Old Norse and British Sign Language. 

I would highly recommend Lingua Franca. Though quite short it really does pack a solid punch.