This paper examines the ethological notion of ritualization from the perspective of zoosemiotic studies. Instead of moving within the horizon of traditional semiotic approaches to this phenomenon, my aim is to propose an alternative attempt of modelling based on the linguistic and semiotic concepts of context and contextuality. At the same time, the paper identifies ritualization as a case of exaptation, suggesting the extension of the context-based model within evolutionary biology and the agenda of its semiotic description, namely biosemiotics. At (...) lenght, a potential application of the model is suggested with respect to human ritualization, essentially as a means to prevent inadequate adaptationist considerations. (shrink)