This monograph investigates questions around new speakers of Breton, their identities, attitudes, and motivations, and how these intersect with linguistic practices. Investigating post-traditional contexts, it uses both quantitative and qualitative approaches to probe stereotypes around the language and speakers encountered in these settings. Focusing on the lexis in a sample of Breton gathered from radio, online, and print media sources, and on interviews carried out with professional users of Breton, this work illustrates the wide range of backgrounds and practices within the contemporary Breton language community and shows how speakers use Breton to position themselves within this diverse setting.