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Cultural Erasure: The Renaming of Latino Neighborhoods
Maxwell007
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Developers are renaming Latino neighborhoods right now. Calling them "emerging" or "up-and-coming." That's code for: we're erasing you. This is happening in real time. Pay attention. Boyle Heights becomes "East of Downtown LA." Pilsen in Chicago becomes "The West Loop Adjacent." The Mission in San Francisco becomes "Central SF." They're erasing the Latino names. Replacing them with generic real estate marketing terms. Why? Because "Latino neighborhood" scares away white buyers. So they rebrand it. Make it sound neutral. Safe. "Emerging." And once the name changes, the people change. Suddenly, the neighborhood your family built for 50 years is being sold
