<P><EM>Reculturing Museums</EM> takes a unified sociocultural theoretical approach to analyze the many conflicts museums experience in the 21st century. Embracing conflict, Ash asks: What can practitioners and researchers do to create the change they want to see when old systems remain stubbornly in place?</P><P>Using a unified sociocultural, cultural-historical, activity-theoretical approach to analyzing historically bound conflicts that plague museums, each chapter is organized around a central contradiction, including finances ("<I>Who will pay for museums?</I>"), demographic shifts ("<EM>Who will come to museums?</EM>"), the roles of narratives ("<I>Whose story is it?</I>"), ownership of objects ("<EM>Who owns the artifact?</EM>"), and learning and teaching ("<I>What is learning and how can we teach equitably</I>?"). The <I>reculturing</I> stance taken by Ash promotes social justice and equity, ''making change'' first, within museums, called <I>inreach</I>, rather than outside