Japanese Sign Language (JSL) is currently in a state of transition as various elements within and outside the Deaf community contest the creation of new terms. Represented by the Japanese Federation of the Deaf, the older generation is creating new words in order to compete with the national public television service while at the same time fending off criticism from younger, culturally Deaf members. This article examines the language ideologies present in this complex situation. (Contains 3 figures and 20 notes.)