Language, literature and culture develop according to different sets of rules, and it is the task of linguistics, literary studies and cultural studies to describe both the regularities and the changes in these fields. On the one hand, this description unearths standardization mechanisms that influence practical language application and aesthetic production. On the other hand, although normative and prescriptive statements tend to be avoided to a large extent in the descriptively-aligned philological disciplines, these fields of academic study still contribute to standardization. They implicitly or explicitly define the standards for the 'correct' usage of language or 'good' aesthetic design, for example in reference materials and with the help of other instruments and institutions. Moreover, they contribute to the perpetuation of standards by way of their influence on the curricula of schools and universities.The goal of the present volume is to examine the developments and functions of such prescriptive and descriptive tendencies by comparing the similarities and differences in the philological sub-disciplines (linguistics, literary studies and cultural studies, as well as didactics) and their respective subject matters.Several theoretical approaches, models and methods are presented by specialists from different disciplines, opening up new perspectives for further inter- and transdisciplinary research and new vistas on school and university curricula.