The article proposes to conceive of the sign’s materiality as an uncircum-ventable starting point for constituting the subject of linguistics, and to describe its practi-cal use as a social coining process, which not only has theoretical but also methodological consequences which, I argue, deserve closer attention. The aim is thus to show a unified media-theoretical or at least a media-linguistic perspective that combines semi-otics and action theory on the one hand and the current discussion of practice theory on the other. This perspective essentially takes into account the dialectics of structure and process. According to the view held here, that perspective would also be able to contribute to an approach of praxeological linguistics or linguistic praxeology.