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Long Story; Short Pier picks up on some things I said, and Jed picks up on that and some very interesting things get said about ostranenie and unheimlich, and I just wish I had time to respond, because it's a good discussion.
He labels such a predicament "automatization" (avtomatizatsiya), and he provides a solution for it, a technique he calls "making strange" or "defamiliarization" (ostranenie).
I'm dubious about some of his ideas, particularly that delan'e is "a possible misprint or variant for delanie" (I'm curious to know what Russian readers make of his insistence that "I cannot imagine that Shklovsky, in the context of enstrangement (ostranenie, itself a verbal noun, that is, the act of enstranging) would ever speak of 'experiencing a made thing' delan'e, a substantive"—the implication that delanie is any less a substantive is of course absurd), but I love this sort of picking of linguistic nits.