Finally, a number of sociolinguistic studies of World Englishes like Lee (2006) have used popular culture as a site for language contact that does not usually take place in other media formats around the world. This feature of English in popular culture is especially prevalent within Asian societies (see Lee and Moody forthcoming). Unlike the previous studies that show English in popular culture, the use of English as a con- tact language of popular culture is often without precedent within the rest of the speech community. In this way, the use of English in pop culture is not clearly representative of how English is used in society, but nevertheless demonstrates the role of a number of ideologies associated with English within the cultures. For example, Omoniyi (2006, and this volume) examines the interaction of language varieties in Nigerian hip-hop song lyrics as a linguistic response and reaction to globalization. In a more general way, Stern ( 1977) describes the spread of English within Flemish-speaking Belgium as deriving from the widespread American popular culture and as retaining specialized uses, particularly in advertising.