The opening of new muffin shops and cereal bars in Madrid is more than just anecdotal. For Iñaki Domínguez (b. 1981), who holds a degree in Philosophy and a PhD in Cultural Anthropology, this reveals the urban impact of a mass phenomenon known in Spain as moderneo (the trendsetter scene) and its most recent, caricatured incarnation: hipsters.
With Madrid's Malasaña neighborhood as a backdrop, Domínguez delivers an intense, absorbing, and remarkably fresh essay in Sociología del Moderneo (Melusina, 2017). He analyzes this subculture through sociological theory, pop culture references, and his own experience in Madrid's underground scene among punks, indies, ravers, and grunges.
The radical social and economic transformation that turned Malasaña into a neighborhood of cupcakes, hipster barbershops, and cereal bars will likely sound familiar to Latin American readers: La Magdalena in Bogotá, Barranco in Lima, and Barrio Italia in Santiago. "These are global identities shaped by the internet and mass media," Domínguez explains in this Skype conversation with ArchDaily.
