This article explores how fans of K-pop, a mediatized musical genre from South Korea, negotiated the tugs of competing language norms within the transnational context of YouTube. The analysis focuses on interactions that emerged over thirty-three months and across eleven ‘reaction videos’ posted by two English-speaking fans. I analyze the semiotic process by which these two speakers’ utterances of Korean names came to be heard as hybrid by their viewers, how viewers invoked various ideological frames when evaluating these hybridities, and how local language practices and interpretations were shaped as a result. Specifically, I show how a purist ideology of linguistic absolutism, which idealized the ‘correct’ pronunciation of words, was overwhelmingly dominant and how K-pop fans’ contextualizations of forms as hybrid, or their hybridizations, triggered a discursive trajectory: once language was recognized as hybrid, it entered a pathway toward purification, or the contextualization of language as pure. (Hybridity, metalanguage, ideology, new media, mediatization, Korean popular culture)*

In this article I address a number of recent controversial language-related incidents and ideological statements regarding the use of French in the public sphere by Flemish nationalist aldermen in two Flemish towns. By drawing on interviews with different stakeholders (shop owners, aldermen, and passers-by), I address the different perceptions and ideological indexicalities of French shop names and signs in these Flemish contexts. In the data, the indexical field (Eckert 2008) of French in Flanders emerges as both polyvalent and indexically ordered, while the Flemish nationalist interpretations involve rescaled and historically recursive indexical meaning that can only be understood vis-à-vis the historical language ideological debate in Belgium. Language use in the public sphere has thus become a tool to impose monolingual ‘doxic logics’ (Bourdieu 1977) in Flanders, in spite of the fact that commercial and private language use is not regulated by language laws in Belgium. (Flemish nationalism, language ideologies, linguistic landscape)*

This article examines the consequences of neoliberalism in two separate domains of multilingual language use in the context of Nepal: language education and tourism. We show that institutions and individuals have appropriated and reproduced this ideology with their creative tactics, agency, and practices that both help them promote and commodify their ethnolinguistic identity and language skills while also allowing them to acquire multilingual repertoires in global languages such as English, German, Chinese, Japanese, and the indigenous local language Newari. We show that English as a global language does not always accord more cultural capital and economic value, nor is the teaching and learning of local indigenous languages always confined to the ideologies of identity politics and language preservation. We argue that while the ideologies of English as a global language and of indigenous languages as tools for ethnolinguistic identity do not disappear from the scene, new forces of globalization and neoliberalism bestow new meanings to multilingual repertoires and practices. (Neoliberalism, multilingualism, commodification, ethnolinguistic identity, Nepal)*

While Bakhtin's (1981) notions of voicing, double voicing, and ventriloquation have been applied extensively in linguistic anthropology and sociolinguistics, only a few scholars have engaged with his related notion of parody. This article examines how a Sardinian manager uses parody in an oral narrative to construct and contest moralities surrounding personal and corporate identities. Through an analysis of both the story and the storytelling event, I show how this manager uses parody to better align himself with the ideals of his company and to frame his relationships with his employers and with the market more generally. In particular, my analysis focuses on how managers discursively create moral hierarchies of value that become key resources for understanding their stance in relation to the competitive dynamics of their industries. Parody in storytelling thus proves to be a crucial analytical tool for understanding brand and branding strategies. (Parody, narrative, brand, Italy, discourse analysis)*

This article brings the critical turn in linguistics—with its current scepticism towards essentialised languages and bias for languaging—under critical evaluation. It does so by bringing it face-to-face with the local-knowledge turn in sociolinguistics that investigates local knowledge and local epistemologies, held by language users themselves, to understand sociolinguistic phenomena. This article analyses whether and how the epistemologies inherent to language, mother tongue, and languaging hold relevance in local metalinguistic talk in Malaysia. Focus group discussions with ethnic Malay, Chinese, and Indian youth reveal that languaging through Bahasa Rojak is already firmly embedded in local epistemologies for communicating across ethnolinguistic divides and fostering interethnic inclusiveness. An essentialised view of language, however, remains vital to any holistic sociolinguistic research in Malaysia in culturally specific ways that do not conflict with languaging. The article therefore supports arguments that we ought not to disregard mother tongues in the interests of critical linguistics. (Critical linguistics, mother tongue, languaging, linguistic culture, Malaysia, folk linguistics)*

This article examines how listening subjects (Inoue 2006) mediate understandings of mobility in South Korea. Focusing on a cybercampaign to discredit the hip-hop star Tablo, it traces the ways that a listening public regimented signs relating to educational credentials, language, citizenship, and demeanor into forms of institutionalized, embodied, or objectified capital (Bourdieu 1986). Through the crafting of certain signs as icons that pointed to Tablo's ‘true’ character, and others as fronts, they were able to cast aspersions upon his command of English grammar, spelling, and interaction, and his character and educational credentials. By tracing how Tablo skeptics deployed metasemiotic discourses about emblems and figures of failed mobility, this article contributes to theories of semiosis that decenter the agentive speaking subject. (Capital, mobility, listening subject, English, South Korea)*

In response to a crescendo of public and scholarly interest, over the last two decades there has been a noticeable and mostly welcome surge in publications that focus on language documentation, conservation, and revitalization. Early and high impact contributions in Hale et al. (1992) included a now seminal article by Michael Krauss which called for urgent action to prevent linguistics from going down in history as the ‘only science that presided obliviously over the disappearance of 90% of the very field to which it is dedicated’ (Krauss 1992:10). There then followed a discussion on the topic by Ladefoged (1992) and a prompt reply by Dorian (1993) that situated the issue of language endangerment as one deserving of sustained academic attention. Alongside swelling bookshelves that speak to the urgency of this work, major research programs funded by private philanthropic organizations and research councils were also being established at this time. The Foundation for Endangered Languages (FEL) was founded in 1995, followed a year later by the Endangered Language Fund (ELF). With the establishment of the Dokumentation Bedrohter Sprachen program (DoBeS) in 2000, the Hans Rausing Endangered Languages Project (HRELP) in 2002, and the Documenting Endangered Languages (DEL) program funded by the US government in 2005, the last two decades bear witness to a steady increase in support, funding, and visibility for the documentation and preservation of endangered languages.

Mobility raises specific issues with regard to what we understand by ‘context’, and in this commentary I suggest that Bakhtin's concept of chronotope could be a useful instrument enabling a precise and detailed, mobile, unit of ‘context’. This unit connects specific time-space arrangements with ideological and moral orders, projecting possible and preferred identities. The articles in this issue offer rich material in this direction.