Books.

Books have been an important part of my exploration of identity, culture and social transformation.

Both titles emerged from years of operating identity ecosystems through IDMAH and working directly with communities navigating the tensions between traditional identity narratives and the cultural transformations of the digital age.

While the books focus on masculinity as a social and cultural phenomenon, they also reflect a broader inquiry that now extends into my research on algorithmic amplification, identity ecosystems and social cohesion.

Together they document a decade of field observation into how identities evolve in environments shaped by technological acceleration, cultural fragmentation and shifting social expectations.

Penguin Random House, 2025

Posmacho Alfa expands this exploration by examining how masculinity evolves in an environment increasingly shaped by technological acceleration, identity politics and digital polarisation.

The book explores how traditional narratives of male identity interact with new cultural pressures — including algorithmically amplified grievance dynamics, online identity clusters and changing expectations around gender and power.

Rather than offering a prescriptive model of masculinity, Posmacho Alfa invites readers to examine how identity itself is being reorganised in the digital age.

The book forms a bridge between earlier work on masculinity and the broader research now underway into algorithmic amplification and social cohesion.

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Hackea tu Macho

Planeta, 2021

Hackea tu Macho explores how masculinity is constructed, reinforced and transformed through cultural narratives.

Drawing on years of work with young men across Spain and Latin America, the book examines how digital culture, social media and changing gender norms interact to reshape male identity.

Rather than presenting masculinity as a fixed category, the book approaches it as a dynamic cultural system — one influenced by media narratives, social expectations and evolving models of belonging.

The project emerged alongside the early development of IDMAH and reflects the initial phase of research into masculinity as a cultural ecosystem.

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Themes Across the Work

Across both books, several recurring themes emerge. These themes later evolved into the research focus that now examines how algorithmic systems shape identity ecosystems and influence social cohesion.

Cultural Systems

Masculinity as a cultural system rather than a fixed identity.

Digital Environments

Identity formation and the pressures of digital environments.

Narratives & Belonging

The intersection of cultural narratives and the search for belonging.

Technological Change

The interaction between technological change and social expectations.

Related Writing

Alongside these books, my writing includes essays, media contributions and research notes exploring identity, cultural transformation and algorithmic amplification.

More recent analytical work appears through Substack, where ongoing observations and conceptual explorations are shared in essay form.

Explore Writing & Research →
Or read directly on Substack

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