The chapters in this volume study the construction, representation and negotiation of a variety of social roles through self- and other-reference markers or the discussion of reference as a tool for identification. The chapters uncover new insights both from a historical and present-day perspective and show how positioning the self and other varies, what kind of reference choices language users make and what follows from these choices. The data come from a variety of public texts, private encounters and questionnaires, and the methodologies range from macro to micro perspectives, including combinations of qualitative close-reading and quantitative corpus methods, and synchronic and diachronic perspectives. The findings enhance our understanding and use of reference practices in the context of global, institutional, political and multicultural, as well as media texts.