Explores why crytocurrencies and risky digital financial investments have become so intertwined with perceptions of masculinity and gender identity amongst young men.

Crypto, NFTs, meme stocks and other digital currency investments are seen as either a transparent Ponzi scheme or the future of finance. But what all of these new ways of investing – and generally losing – money have in common is that they’re almost entirely held by young men. Using survey data and research into cryptocurrency and masculinity, Dan Cassino shows that these novel financial instruments are being embraced less as a way to make money than as a way to shore up threatened masculinities.

Changes in how society sees masculinity, and the impossible standards that men feel they need to attain in order to prove their masculinity, can be seen as 'pushing' men towards all sorts of risky behaviors. Young men have turned to digital investments as a way to demonstrate their manhood to themselves and others, trying to find a short cut to the money and respect they think they deserve, while burning down the structures they think are holding them back. Looking at why they buy these products gives us a glimpse into the online communities these men inhabit, the crisis of masculinity facing young men, and the very real costs these dubious investments have on their lives.

"Cassino offers a ground-breaking analysis of masculinity, cryptocurrency, and shifting expectations for men in contemporary society. Blending insights across multiple social science fields, he shows how cryptocurrency fosters a form of “technical masculinity,” allowing men excluded from traditional markers of status to demonstrate intelligence, competence, and authority. With clear explanations of both masculinity and the world of cryptocurrency, Cassino makes complex ideas accessible without sacrificing rigor. Richly researched and highly readable, this book illuminates the relationship between gender and the digital economy." - Catherine Bolzendahl, Professor of Sociology, Oregon State University, USA

"“Cassino’s book introduces us to the world of “technical masculinity”—men (primarily) whose masculinity takes the form of technical specialization. Using this idea, Cassino sheds significant light on why some men participate in the cryptocurrency market more than others, as well as how this behaviour ties into other typically masculine behaviours. His important findings are a must-read for scholars of masculinity and currency markets alike.”" - Monika L. McDermott, Professor of Political Science, Fordham University, USA

"“Bitcoin Bros provides fascinating insight into masculinity and risky financial decision making. Cassino develops the concept of technical masculinity and demonstrates its prevalence in the world of crypto, meme stocks, and day trading. A detailed discussion of masculinity is combined with careful analysis of online posts and survey data to provide a compelling picture of contemporary manhood. The book is essential reading for anyone interested in men and masculinity”" - Leonie Huddy, Professor of Political Science, Stony Brook University, USA