This paper aims to develop a new understanding of normativity based upon the priority of the ordinary. By relying upon diverse sociological and philosophical traditions, the paper seeks to emphasize the ordinary tacit assumptions which provide the basic structure of our experience of the world and its normative features. The general argument is that, whereas sociological traditions of social interactionism shed new light upon the “empirical fact of normativity”, ordinary language philosophy and pragmatism offer a theoretical account of normativity which (...) is consistent with the picture of normativity which emerges out of these empirical descriptions. The paper synthesizes the main achievements of these traditions into a unified account of normativity. (shrink)