A sign has a meaning, and it can be used intentionally for communication. Pragmatics, as a branch of semiotics, is concerned with the relationships between an intentional use of a sign and the resulting behaviour of responsible agents in a social context. Communication takes place successfully when a meaningful sign is used with an appropriate intention between the two parties involved (e.g. speaker and listener).

This chapter addresses the effects of using signs in organisations. Before introducing the semiotic approach, various approaches to and techniques for analysis of the pragmatic aspect of signs are discussed in the chapter, such as speech act theory, functional grammar, and deontic logic. The semiotic approach distinguishes a number of elements in a communication act: propositions, propositional (or illocutionary) attitudes and perlocutionary effects. A communication act will further result in a variety of commitments and responsibilities. The method of Norm Analysis introduced in this chapter provides a formalism for one to identify and specify these important notions in analysing and modelling social and organisational aspects of communications.

Human communication

A social community is a purposeful system in which human beings act and interact with each other for achieving goals that may relate to the community or its individuals. ‘Doing things with words’ in a concerted way becomes a necessity for fulfilling ever more complex objectives of social beings in ever more complex organisations. Communication is the indispensable means by which agents in society coordinate their actions to achieve their goals.