Using a unified approach rooted in sociocultural, cultural-historical, and activity theory, Ash analyzes conflicts in museums. Each chapter explores key contradictions: financing ("Who funds museums?"), demographics ("Who visits museums?"), narratives ("Whose stories are told?"), artifact ownership ("Who owns artifacts?"), and education ("What is equitable learning and teaching?"). Ash advocates for museum 'inreach' over traditional 'outreach', challenging norms and promoting social justice within museum settings.