In this paper, I develop an account of linguistic content based on the active inference framework. While ecological and enactive theorists have rightly rejected the notion of content as a basis for cognitive processes, they must recognize the important role that it plays in the social regulation of linguistic interaction. According to an influential theory in philosophy of language, normative inferentialism, an utterance has the content that it has in virtue of its normative status, that is, in virtue of the (...) set of commitments and entitlements that the speaker undertakes by producing this utterance. This normative status is determined by the normative attitudes shared by members of the utterer’s linguistic community. I propose here an account of such normative attitudes based on the ecological interpretation of the active inference framework. I explain how social normativity can be understood in that framework as the way in which members of a group shape their social niche to make it more predictable. Finally, I apply this account of social normativity to basic communicative practices, thereby explaining how social normative expectations can emerge to regulate these communicative practices, eventually leading to the institution of the sort of normative statuses constitutive of linguistic content. (shrink)