This article introduces a new pragmatic framework for dual character concepts and their expressions, offering an alternative to the received lexical‐semantic view. On the prevalent lexical‐semantic view, expressions such as “philosopher” or “scientist” are construed as lexical polysemes, comprising both a descriptive and a normative dimension. Thereby, this view prioritizes established norms, neglecting normative expressions emerging in specific contexts. In contrast, the pragmatic view integrates pragmatic modulation as a central element in explaining context‐dependent dual character concepts and expressions. This not only accounts for a wider range of phenomena but also addresses several theoretical shortcomings of the lexical view.