"In this brilliantly designed and executed ethnographic study, Elizabeth Korver-Glenn and Sarah Mayorga reveal the complex and contradictory forces seeking to shape the reputation of a high poverty Latinx neighborhood. While the imperatives of racial capitalism promote an ethos of development based on courting outside investment and disavowing the area’s Black and Brown populations and cultures, a counter-aesthetic emerges from the grass roots grounded in welcoming signs and symbols of diversity as desirable. Scholars and policy makers have long understood how urban inhabitants stage battles over resources, rights, and recognition; Korver-Glenn and Mayorga make it clear that contests over reputation play essential roles in those conflicts as well."