In regards to the population, there is a pocket of Ladino (people who belong to the Hispanic culture, and speak Spanish) Guatemalans who live in the town center, and there are a few communities on the fringe of the municipality that speak in Mam, a Mayan language, and dress in traditional indigenous clothing, but the majority of the inhabitants of San José fall into a gray area. Ethnically, they fall into the indigenous category, as their ancestors were indigenous. However, culturally and legally, they self-identify as Ladinos, as this is a social advantage in society. The change of identity originated in the Guatemalan Civil War, when indigenous peoples in the highlands were military targets. Many indigenous people, in San José as well as other places, started dressing more like Ladinos and started speaking solely in Spanish to avoid scrutiny from the army. This change became permanent in San José, and today the only language spoken is Spanish, with the exception of the very few outlying communities who still speak Mam.