Andrew Wong

Associate Professor

Department of Anthropology, Geography & Environmental Studies

(510) 885-3875
RO 208
View my CV
Photo of Andrew Wong

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, in the relationship between genre and social change, and in ideological representations of "Japanese women's 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 BlackBerry, Pentium, Swiffer, and Zune.

Professional Focus

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


Spring Quarter 2015
Course #SecCourse TitleDaysFromToLocationCampusTextbook Info
ANTH 354501ChinaARR WEB-ONLINEOnline Campus View Books
ANTH 680001Sem Linguistic AnthropologyTU6:00PM9:30PMMI-3051Hayward Campus View Books


Representative Publications

Forthcoming   The meanings of unconventional spelling.  Proceedings of the 46th Annual Meeting of the 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. Amstersdam: 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)

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