The book titled, Matrices culturales del neoliberalismo: una odisea barroca, by Eliseo Colón Zayas (2013)- semiotic, professor and former director of the School of Communication at the University of Puerto Rico, Río Piedras Campus- is an analysis of contemporary life in the context of local and global cultural changes. This short essay is a  critical approach to  the text as a whole and particularly, a counterpoint of possible inflections that digital technologies suggest on the relationship between technology and power, and identity and mediation