This paper sets out to demonstrate the changes that post-Holocaust fiction has been undergoing since around the turn of the new millennium. It analyzes the highly innovative and often provocative approaches to the Holocaust and its memory found in Tova Reichs novel My Holocausta scathing satire on the personal and institutional exploitation of Holocaust commemoration, manifested in the commodification of the historical trauma in what has been termed Shoah business. The novel can be seen as a reaction to the increasing appropriation of the Holocaust by popular culture. This paper focuses on Reichs critical response to the cult of victimhood and the unhealthy competition for Holocaust primacy, corresponding with the growth of a victim culture. It also explores other thematic aspects of the authors satirethe abuse of the term Holocaust for personal, political and ideological purposes; attempts to capitalize on the suffering of millions of victims; the trivialization of this tragedy; conflicts between particularists and universalists in their attitude to the Shoah; and criticism of Holocaust-centered Judaism. The purpose of this paper is to show how Tova Reich has enriched post-Holocaust fiction by presenting a comic treatment of false victimary discourse, embodied by a fraudulent survivor and a whole gallery of inauthentic characters. This paper highlights the novels originality, which enables it to step outside the frame of traditional Holocaust fiction.
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