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This lecture explores the urban decline phenomenon in medium-sized cities, focusing on the case of Nevers, France. It delves into the impact of industrial decline, urban sprawl, and state disengagement on the social fabric. The lecture also discusses the emergence of a cultural bourgeoisie facing challenges in gentrification aspirations and the construction of undesirable popular alterity. Through ethnographic research, the lecture sheds light on the tensions arising from social transformations and the stigmatization of marginalized populations.