The macroscopic alignment of an extended conjugated oligomer by the si
mple means of embedding it in a liquid crystalline matrix and utilizin
g the properties of the host is demonstrated. That the orientation of
the oligothiophene, in this case alpha-sexithiophenyl, can be dynamica
lly switched with the host nematic lattice upon application of an elec
tric field is observed by the switching of the polarized photoluminesc
ence. This simple procedure for of orientation opens up new areas for
detailed study of this class of materials.