Pop Co by Scarlett Thomas

An offbeat, witty novel following Alice Butler, a coding-obsessed young woman who takes a job at a toy-and-marketing firm where her love of puzzles collides with corporate strategies for manipulating consumers. As she juggles office politics, a complicated romance and an amateur investigation into mysterious ciphers connected to her past, she confronts questions about language, identity and the ethics of commodifying culture. The story blends satire of branding and surveillance with a coming-of-age exploration of secrecy, meaning and the power of communication.

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