Exploring Zaum: How Russian Futurism Revolutionized Art and Language

 By SAFIYA MOHAMED

“To all who work to keep human nature indeterminate.”

In the world of avant-garde art and poetry, few movements have been as bold and transformative as Russian Futurism. At its core lies Zaum, a concept that defies convention and pushes the boundaries of communication. If you’re fascinated by the intersection of creativity, culture, and disruption, Zaum: The Transrational Poetry of Russian Futurism by Gerald Janecek is a must-read.

Zaum: ...Russian Futurism

Zaum: The Transrational Poetry of Russian Futurism is an encyclopedic account of Zaum, one of the most distinctive features of Russian avant-garde art and poetry in the early 20th century. Drawing from a vast array of arcane and often inaccessible sources, Janecek aims to make the historical records of Zaum theory and practice readable and comprehensive. This makes his work an essential resource for anyone interested in modern art and poetry, particularly students of Russian Futurism.

Zaum, a neologism of Russian Futurism, describes words or language with “indefinite” or indeterminate meaning. It is also translated as “trans-mental,” “transrational,” “trans-sense,” “metalogical,” or even “nonsense” language—think abstract poetry meets linguistic rebellion. Gerald Janecek’s in-depth exploration traces its origins to Aleksei Kruchenykh’s groundbreaking 1912 poem “Dyr bul shchyl,” which shattered the norms of traditional language by using nonsensical sounds to evoke emotion. This marked a radical shift in Russian literary practices.

What makes Zaum truly fascinating is its dual role as both a literary and cultural tool. Janecek also highlights pivotal works like Kruchenykh’s Universal War (1916), which blends transrational poetry with abstract collages, showcasing the synergy of linguistic and visual avant-garde techniques. Zaum reflected the Futurists’ ambition to transcend rational thought and tap into a deeper, more primal form of expression. Innovators such as Kruchenykh, Velimir Khlebnikov, and other Futurists sought to develop a language that could evoke emotional and intellectual responses without being restricted by traditional linguistic rules. Zaum represented the Futurists’ desire to challenge societal norms and embrace rapid change. Their vision was simple yet profound: to create a language that transcends words and connects on a deeper, more emotional level.

In practice, Zaum appeared in both poetry and visual art, utilizing invented sounds and abstract forms to convey meaning beyond the literal. Janecek emphasizes how Zaum was more than a literary technique; it was a cultural tool that mirrored the rapid social and political changes of early 20th-century Russia. By challenging established norms, the Futurists revolutionized both art and communication, creating a legacy that continues to influence modern creative practices.

For marketers and creatives, Zaum offers valuable lessons in thinking beyond the literal. It’s a reminder that effective storytelling doesn’t always have to follow established rules—it’s about making an impact and creating meaningful connections. Take a cue from Zaum—don't be afraid to disrupt, innovate, and let your creativity speak a language of its own.

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ISBN 1-879691-41-8 
Paper, 428 pp.
US $30.00
2023