Who owns the fame in memory? In Latin America, national memory policies have been based on the veneration of heroes, enhanced by their superhuman acts and inaccessible from the everyday sphere. With the ‘another hero’ and the ‘other heroine’ our gaze is directed towards the evolution of alternative reference models, arising from social memory and outside the official discourse. Through eighteen individual studies we examine the elevation of the ‘other hero’ under four aspects: the resurrection of the subordinate subject; the role of the commemorative community in the various historical-political and literary dynamics; the reintroduction of ‘new heroes’ by academics; and finally, the controversy sparked by controversial memory cultures, exemplified through demolished monuments, social media networks, and political graffiti.