Whenever we do research, we carry along large sets of assumptions, often tacitly and often without much critical reflection. These assumptions are a form of imagination, and they consist of images of social actions and the contexts in which they are situated, all of which we presume to be adequately represented and enacted in the empirical data we examine and, by implication, validating the actual ways we examine such data. Since these sets of assumptions are often shared by large bodies of researchers, they also identify and define disciplines, schools and trends of scholarship-again often tacitly and without being made too often into objects of inquiry in their own right. In this book, I shall engage with such deeply rooted, widespread and defining assumptions in a very broad field of studies of language-in-society, for which I propose to use the label of 'sociolinguistics' as an ad hoc shorthand, mainly for reasons of editorial parsimony but also for more substantial reasons. My own work over three decades has been performed under a variety of labels, from 'pragmatics' and 'discourse analysis', via 'literacy studies', 'narrative studies', 'linguistic landscape studies', 'social media studies', 'educational linguistics' and 'linguistic ethnography', to 'sociolinguistics' and 'linguistic anthropology' (with an occasional foray into 'linguistics' and 'literary studies'). It was held together, in spite of its diversity, by central concern about the complex place of language in society, the dialectics that tied language and society together, and the difficulties of decoding, understanding and explaining such ties-a central concern which is fundamentally ' sociolinguistic', if you wish. AQ: Per OED, 'ad hoc' and other standard non-English words are unhyphenated even when used as adjectives.