“And what does that name have to do with this?”

Note: This post is the thirtieth installment in my author’s commentary for Eternal Empire, covering Chapter 29. You can read the previous installments here.

Earlier this week, in response to a devastating article in the New York Times on the allegedly crushing work environment in Amazon’s corporate offices, Jeff Bezos sent an email to employees that included the following statement:

[The article] claims that our intentional approach is to create a soulless, dystopian workplace where no fun is had and no laughter is heard. Again, I don’t recognize this Amazon and I very much hope you don’t, either…I strongly believe that anyone working in a company that really is like the one described in the [Times] would be crazy to stay. I know I would leave such a company.

Predictably, the email resulted in numerous headlines along the lines of “Jeff Bezos to Employees: You Don’t Work in a Dystopian Hellscape, Do You?” Bezos, a very smart guy, should have seen it coming. As Richard Nixon learned a long time ago, whenever you tell people that you aren’t a crook, you’re really raising the possibility that you might be. If you’re concerned about the names that your critics might call you, the last thing you want to do is put words in their mouths—it’s why public relations experts advise their clients to avoid negative language, even in the form of a denial—and saying that Amazon isn’t a soulless, dystopian workplace is a little like asking us not to think of an elephant.

Writers have recognized the negative power of certain loaded terms for a long time, and many works of art go out of their way to avoid such words, even if they’re central to the story. One of my favorite examples is the film version of The Girl With the Dragon Tattoo. Coming off Seven and Zodiac, David Fincher didn’t want to be pigeonholed as a director of serial killer movies, so the dialogue exclusively uses the term “serial murderer,” although it’s doubtful how effective this was. Along the same lines, Christopher Nolan’s superhero movies are notably averse to calling their characters by their most famous names: The Dark Knight Rises never uses the name “Catwoman,” while Man of Steel, which Nolan produced, avoids “Superman,” perhaps following the example of Frank Miller’s The Dark Knight Returns, which indulges in similar circumlocutions. Robert Towne’s script for Greystoke never calls its central character “Tarzan,” and The Walking Dead uses just about every imaginable term for its creatures aside from “zombie,” for reasons that creator Robert Kirkman explains:

One of the things about this world is that…they’re not familiar with zombies, per se. This isn’t a world [in which] the Romero movies exist, for instance, because we don’t want to portray it that way…They’ve never seen this in pop culture. This is a completely new thing for them.

Kirkman’s reluctance to call anything a zombie, which has inspired an entire page on TV Tropes dedicated to similar examples, is particularly revealing. A zombie movie can’t use that word because an invasion of the undead needs to feel like something unprecedented, and falling back on a term we know conjures up all kinds of pop cultural connotations that an original take might prefer to avoid. In many cases, avoiding particular words subtly encourages us treat the story on its own terms. In The Godfather, the term “Mafia” is never uttered—an aversion, incidentally, not shared by the original novel, the working title of which was actually Mafia. This quietly allows us to judge the Corleones according to the rules of their own closed world, and it circumvents any real reflection about what the family business actually involves. (According to one famous story, the mobster Joseph Colombo paid a visit to producer Al Ruddy, demanding that the word be struck from the script as a condition for allowing the movie to continue. Ruddy, who knew that the screenplay only used the word once, promptly agreed.) The Godfather Part II is largely devoted to blowing up the first movie’s assumptions, and when the word “Mafia” is uttered at a senate hearing, it feels like the real world intruding on a comfortable fantasy. And the moment wouldn’t be as effective if the first installment hadn’t been as diligent about avoiding the term, allowing it to build a new myth in its place.

While writing Eternal Empire, I found myself confronting a similar problem. In this case, the offending word was “Shambhala.” As I’ve noted before, I decided early on that the third novel in the series would center on the Shambhala myth, a choice I made as soon as I stumbled across an excerpt from Rachel Polonsky’s Molotov’s Magic Lantern, in which she states that Vladimir Putin had taken a particular interest in the legend. A little research, notably in Andrei Znamenski’s Red Shambhala, confirmed that the periodic attempts by Russia to confirm the existence of that mythical kingdom, carried out in an atmosphere of espionage and spycraft in Central Asia, was a rich vein of material. The trouble was that the word “Shambhala” itself was so loaded with New Age connotations that I’d have trouble digging my way out from under it: a quick search online reveals that it’s the name of a string of meditation centers, a music festival, and a spa with its own line of massage oils, none of which is exactly in keeping with the tone that I was trying to evoke. My solution, predictably, was to structure the whole plot around the myth of Shambhala while mentioning it as little as possible: the name appears perhaps thirty times across four hundred pages. (The mythological history of Shambhala is treated barely at all, and most of the references occur in discussions of the real attempts by Russian intelligence to discover it.) The bulk of those references appear here, in Chapter 29, and I cut them all down as much as possible, focusing on the bare minimum I needed for Maddy to pique Tarkovsky’s interest. I probably could have cut them even further. But as it stands, it’s more or less enough to get the story to where it needs to be. And it doesn’t need to be any longer than it is…