A naturalistic approach to expert-identification begins by asking, ‘how do novices pick out putative experts?’ Alvin Goldman and Elizabeth Anderson, representing a fairly common approach, consider agents’ psychological biases as well as social situatedness. As good as this is, culture’s role in shaping cognitive mechanisms is neglected. An explanatory framework that works well to accommodate culturally-sensitive mechanisms is Peircean semiotics. His triadic approach holds that signs signify objects to interpreters. Applying the triadic model to expert-identification: novices interpret signs of expertise (...) as pointing to particular experts. The main advantage of the framework is that it is significantly more nuanced than the Goldman-Anderson model in describing how agents identify experts. It explicitly accommodates cultural and agential differences in expert-identification. It also explicitly admits the possibility of rational disagreement in assessment of evidence for expertise. But these advantages come at a cost. Namely, it’s difficult in theory – as well as practice – to make one’s way into the semiotic system of someone from another culture to help guide them away from fraudulent experts. Even so, it’s a trade-off worth making since it organizes relevant details for expert-identification, which is a first step in sketching a better normative theory. (shrink)