APEX HIDES THE HURT

Peter Jay Fernandez brings a detached, ironic reading to Whitehead's existential consideration of identity in matters both trivial and deadly serious. Whitehead's unnamed protagonist is an African-American "nomenclature consultant." He names stuff, which, we are led to believe, is the first and most essential step in marketing. He has been hired to help a middle-American town come up with a new name for itself. Should the name reflect its history, the future some want to embrace, or the status quo? Whitehead's parable demonstrates the power of language to manipulate, soothe, and occasionally resonate. With wit and deft timing, Fernandez makes certain that the author's paradoxes are fully realized. M.O. © AudioFile 2007, Portland, Maine [Published: FEB/ MAR 07]