Scholarship: 2008. The trouble with tongzhi: The politics of labeling among gay and lesbian Hongkongers. Pragmatics. 18: 277-301 2008. On the actuation of semantic change: The case of tongzhi. Language Sciences 30: 423-449 2008. Another look at "Japanese women's language": A prosodic analysis. Proceedings of the 41st Annual Meeting of the Chicago Linguistic Society. 111-123. (with Mie Hiramoto) 2007. Fostering the growth of budding community initiativess: The role of linguists in Tokelauan maintenace in Hawai`i. Language Documentation and Conservation. 1: 240-256 (with Yuko Otsuka). 2007. Prosodic analysis of the interactional particle ne in women's and men's Japanese. Proceedings of the 15th Japanese/Korean Linguistics Conference. 43-54. (with Victoria Anderson and Mie Hiramoto) 2005. The reappropriation of tongzhi. Language in Society. 34: 763-793. 2005. New directions in the study of language and sexuality (review article). Journal of Sociolinguistics 9: 254-266. 2002. Pragmatic directions about language use: Words and word meanings. Language in Society. 31: 181-212. (with Eve Clark). 2002. Language and sexuality: Contesting meaning in theory and practice (ed.). Stanford, CA: CSLI Publications. (with Kathryn Campbell-Kibler, Robert Podesva and Sarah Roberts). 2000. The linguistic construction of the tongzhi community. Journal of Linguistic Anthropology. 10: 248-278. (with Qing Zhang).
Dr. Wong's research focuses on the ways ideologies materialize in and through language. Using ethnographic, sociolinguistic and experimental methods, he has 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." He is also interested in the applications of linguistic anthropology in brand name development. In 2007-2008, he worked at Lexicon Branding, Inc., where he 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.