We compare a number of influential approaches to human communication with the aim of understanding what it means for interpersonal communication to be a form of social action. In particular, we discuss the large-scale social normativity advocated by speech act theory, the view of communication as small-scale social interaction proper of Gricean approaches, and the intimate connection between communication and cooperation defended by Tomasello. We then argue in favor of a small-scale view of communication capable of accounting for the normative (...) effects of communicative acts; to this purpose, we introduce the concept of interpersonal normativity and analyze its relationship with communicative intentions. (shrink)