This study of syllable‐final /s/ reduction in a 55‐speaker corpus of Spanish in Juchitán, México, a contact variety, uses both language contact and social processes to explain its results. Contact with the indigenous Isthmus Zapotec language leads to decreased rates of syllable‐final /s/ retention, creating a locally salient n+1‐order index between “Zapotecness” and /s/ reduction that influences the indexical field for syllable‐final /s/ reduction. Zapotec identity is associated with tradition and femininity. Therefore, in this new indexical field, syllable‐final /s/ reduction comes to directly index Zapotec language dominance and indirectly index both femininity and tradition. This leads feminine and elderly speakers to reduce /s/ more frequently than “less feminine” and young speakers, even though the opposite pattern is usually found in other varieties. The results show, therefore, that language contact can influence the indexical field typically linked to socially meaningful variation and thereby cause unexpected patterns of variation to emerge.
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