Recent years have witnessed a steady increase in occurrences of the label cultural linguistics, used to refer either to a broad field of scientific endeavor – which I suggest to call cultural linguistics (in lowercase) – or to a more narrowly defined framework within that field – which I suggest to call CULTURAL LINGUISTICS (in small capitals). The latter saw the light of day in 1996 but has become better known since Farzad Sharifian provided it with its current interdisciplinary base, replacing Gary Palmer’s term imagery with a more fitting alternative.