The assumptions made by readers of Language in Society and other English-language academic publications, when they begin to read, are so widely shared that they are seldom reflected on or made explicit. These assumptions have to do with European traditions of scholarship; and over time, they have made their way around the world because of the unquestioned belief in their universal applicability. But other approaches do exist, although most are never featured in publications in Western languages. I commented on this situation long ago, but it persists to this day: “The work done by Japanese sociolinguists is virtually unknown to non-Japanese readers. The reason is probably that this work has developed independently of the Western disciplines. The fact that Japanese researchers have worked independently of the Western tradition has inevitably resulted in unique assumptions, orientations or approaches when viewed from an international perspective”.