This article argues for an account of language shift that focuses on ideological conflicts and competing discourses of language, identity, and progress in Tlaxcala, Mexico. The study is based on ethnographic research on patterns of language use, ideology, and boundary differentiation in several Mexicano (Nahuatl)-speaking communities in the Malintzi region of Central Mexico. Metadiscursive practices consisting of three discourses that have local, regional, and national expressions are analyzed: the pro-development metadiscourse of salir adelante, ‘forging ahead’ and improving one's socioeconomic position; the discourse of menosprecio, denigration of indigenous identity; and the pro-indígena or pro-indigenous discourse that promotes a positive attitude toward indigenous identity. Analysis of these discourses offers an understanding of the semiotic resources speakers employ as they orient toward and against particular identities that are both “traditional” and “modern,” as they respond to changing social and economic circumstances. It is concluded that a focus on individuals and communities, through ethnography and discourse analysis, is of critical importance to understanding how and why speakers shift their ideologies and their languages.