The Addendum

Quotes: The Tweeness of Renaming Neighborhoods

Plenty of others could see the changes in our neighborhood. To some, these changes spelled opportunity. Actually, they spelled “NOBE.” In the fall of 2012, local real estate agents attempted to brand our area “North Oakland/Berkeley/Emeryville.” One agent produced a video cataloguing the virtues of “NOBE,” interviewing beaming local residents, all relatively recent arrivals like us. It was as if the neighborhood had been a blank spot on the map prior to 2009 and had now been christened by its discoverers in the language of their aspirations.

I wasn’t the only one who found the tone (and tone-deafness) of the NOBE video off-putting. A contingent of local activists had been working to slow displacement and keep the neighborhood affordable and livable for the people who were already there, not just the café-and-cupcakes set that was growing with every “SOLD” sign. These activists saw the rapid increase in housing prices in the area not as opportunity but as oppression, a further kick to a population that was already down. The video was like cold water dropped onto their hot skillet.

Brock Winstead, “On Becoming a Historic Resident of Oakland,” Boom: A Journal of of California, Winter 2014, Vol 4, No 4. http://www.boomcalifornia.com/2015/01/becoming-historic-resident-oakland/

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