Andrew Wong Faculty Profile

My research focuses on the ways in which ideologies materialize in and through language. Using ethnographic, sociolinguistic, and experimental methods, I have examined the role of ideology in semantic variation and change, the relationship between genre and social change, and the creative use of unconventional spelling in brand names.  My current project explores how the ongoing conflict between Hong Kong and mainland China is being played out on the terrain of language.

I am also interested in the applications of linguistic anthropology in marketing and advertising (particularly, brand name development). In 2007-2008, I worked at Lexicon Branding, Inc., where I oversaw its global linguistic and cultural evaluation program. Lexicon is a branding company that has created such brand names as Febreze, Scion, and Swiffer.  I continue to serve as a Cantonese consultant for Lexicon.

Sociolinguistics and Linguistic Anthropology: Language Variation and Change, Language and Ideology, Language and the Media, Language and Sexuality

Applied Anthropology: Business Anthropology (Marketing and Advertising)

  • Ph.D. in Linguistics, Stanford University
  • M.A. in Linguistics, Stanford University
  • B.Sc. in Business Administration, University of North Carolina at Chapel Hill
Fall Semester 2020
Course #SecCourse TitleDaysFromToLocationCampus
ANTH 34001Language and CultureARRWEB-ONLINEOnline Campus
ANTH 34101Linguistic Divers/Soc JusticeARRWEB-ONLINEOnline Campus
ANTH 34201Language and SexualityARRWEB-ONLINEOnline Campus
INTS 39802InternshipARRWEB-ONLINEOnline Campus

Representative Publications

In Press  Authenticity, belonging, and charter myths of Cantonese.  Language & Communication.

2016  On the iconization of simplified Chinese.  Journal of Linguistic Anthropology 26 (2): 183-202. 

2015  A quest for linguistic authenticity: Cantonese and Putonghua in postcolonial Hong Kong.  In Kenny Baclawski, Anna Jurgensen, Spencer Lamoureux, and Hannah Sande, eds.  Proceedings of the 41st Annual Meeting of the Berkeley Linguistic Society.  563-576.  Berkeley, CA: Berkeley Linguistic Society.

2015  How does oppression work? Insights from Hong Kong lesbians' labeling practices.  In Erez Levon and Ronald Mendes, eds.  Language, Sexuality, and Stance: Studies in Distributional Sociolinguistics.  19-38.  New York: Oxford University Press.

2014  The meanings of unconventional spelling.  In Rebekah Baglini, Timothy Grinsell, Jonathan Keane, Adam Roth Singerman, and Julia Thomas, eds.  Proceedings of the 46th Annual Meeting of the Chicago Linguistic Society.  331-340.  Chicago, IL: Chicago Linguistic Society.

2014  Branding and linguistic anthropology: Brand names, indexical fields, and sound symbolism.  Practicing Anthropology 36 (1): 38-41.

2013  Brand names and unconventional spelling: A two-pronged analysis of the orthographic construction of brand identity.  Written Language & Literacy 16 (2): 115-145.

2013  Media, politics, and semantic change.  In Christine Mallinson, Becky Childs, and Gerard van Herk, eds.  Data Collection in Sociolinguistics: Methods and Applications.  314-317.  New York: Routledge. 

2012 English words in international brand names: Proceed with caution. In Reina Boerrigter and Harm Nijboer, eds. Proceedings of the Names in the Economy Symposium III. 104-110. Amsterdam: Meersten Instituut. (Will Leben and Andrew Wong)

2012  Teaching consumer-oriented ethnographic research.  Marketing Education Review 22 (1): 15-19.  (Andrew Wong and Lan Wu)

2010  My foray into the other side: Preparing students for corporate careers.  Practicing Anthropology  32 (2): 31-35.

2009  Coming-out stories and the "gay imaginary."  Sociolinguistic Studies 3 (1): 1-34.

2008  The trouble with tongzhi: The politics of labeling among gay and lesbian Hongkongers.   Pragmatics  18 (2): 277-301.

2008  On the actuation of semantic change: The case of tongzhi.  Language Sciences  30 (4): 423-449.

2007  Fostering the growth of budding community initiatives: The role of linguists in Tokelauan maintenance in Hawaii.  Language Documentation and Conservation 1 (2): 240-256.  (Yuko Otsuka and Andrew Wong)

2005  The reappropriation of tongzhi.  Language in Society 34 (5): 763-793.

2005  New directions in the study of language and sexuality.  Journal of Sociolinguistics 9 (2): 254-266.

2002  Pragmatic directions about language use: Words and word meanings.  Language in Society 31 (2): 181-212.  (Eve Clark and Andrew Wong)

2000  The linguistic construction of the tongzhi community.  Journal of Linguistic Anthropology 10 (2): 248-278.  (Andrew Wong and Qing Zhang)