This is a publisher’s version of chapter18 in Language endangerment and language maintenance published by Taylor & Francis. This version is reproduced with the permission of Taylor & Francis. http://www.taylorandfrancis.com/Structural linguistics has a particular view of the integrity of language which may be detrimental to the construction of appropriate language maintenance programmes for small indigenous languages. In this paper I outline ways in which 'affective' use of language may be the most useful target of language programmes in some situations. Fluency in a language may not be the achievable outcome of a language course for a number of reasons, not least among them being the enormity of the task perceived by learners of the langua...