This work by Ximena Sosa is an important and original contribution to the study of the Velasquista period, which took place from 1930 to 1970 in Ecuador. The book is the result of a long period of research, based on a review of newspapers, flyers, speeches, and the written works of President José María Velasco Ibarra, as well as interviews with women and men who lived through that period. The author creatively combines contributions to the studies of gender and populism, memory and political culture, with written texts based on the experiences and remembrances of the president’s followers, as well as the elites, in order to analyze the complexities and ambiguities of Velasquismo.