Book excerpt: This book addresses the problems and challenges of studying the discourse of "danger" cross-linguistically and cross-culturally, and proposes the cultural pragmatics of danger as a new field of inquiry. Detailed case studies of several linguacultures include Arabic, Chinese, Danish, English, German, Japanese and Spanish. Focusing on global and local contexts surrounding “living in dangerous times”, this book showcases how the new model of cultural pragmatics can be used to illuminate cultural meanings in discourse. Unlike the universalist approaches to pragmatics, cultural pragmatics focuses on understanding the linguacultural logics of discourse, and in the case of “danger”, the multiple cultural logics around which the themes and domains of “danger” revolve. The approach makes use of natural semantic metalanguage (NSM) as its principal analytical tool, and concepts such as “cultural keywords” and “cultural scripts” figure prominently as bearers of culture-specific meanings. The book will be of interest to students of pragmatics and discourse studies, researchers in cultural and cognitive semantics, anthropological linguistics, global humanities, political rhetoric and environmental studies, as well as linguists working in applied areas, such as risk and disaster studies, crisis and emergency communication.