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This paper explores the divergent Quichua language ideologies which exist among an indigenous group of the southern Ecuadorian Andes. Analysis of data from 51 interviews with indigenous highlanders reveals the presence of two conflicting Quichua language ideologies. Through discussion of these disparate ideologies, this paper contributes to our understanding of language attitudes and language behaviour in the face of language shift, and in addition, provides insight into how the language ideologies of particular communities are critical to the success of both heritage language programmes and language revitalisation efforts.
