My key scholarly contributions  so far are (1) conceptualization of the virtual linguistic landscape, (2) the first empirical studies of digraphia in Serbian, including computer-mediated digraphia and latinization in Slavic, (3) a semiotic theory of multilingualism, (4) a phenomenological account of the multilingual experience of cityscapes (linguascaping).

Currently, my main research projects and publishing engagements are on (1) pedagogy of linguascaping, (2) semiotics and politics of digraphia (the use of Cyrillic and Latin scripts), (3) virtual linguistic landscape and multilingualism in new media, and (4) critical literacies online.