Much of the research literature on language maintenance and language shift (LMLS) has focused on minority communities, especially immigrants who may also be socially and/or economically disadvantaged. A different perspective which examines ongoing variations and change in the language use patterns of the majority and the socially and economically powerful groups may provide interesting insights into the socio-cultural processes of LMLS. This paper presents a small case study of language shift in the Teochew Chinese community in Singapore, the second largest sub-group within the dominant Chinese community. The study highlights the complex relationships between societal change processes, government policy, people's attitude and language use. It argues that language shift is rarely across the board, but differential, being more rapid and far-going in some domains and in some sub-populations than in others and that no single factor alone determines the process of LMLS. The study hopes to contribute towards the 'better informed evaluation of LMLS' which Fishman (1991) has called for.