The methods and procedures of task solving in the field of semantics are inevitably influenced by the paradigm change. In particular, using text corpora, it is possible to re-examine problems that are traditional for lexical semantics, such as polysemy, the unity of meaning as well as opportunities for interpretation of units provided by a context or an intertext. Moreover, on analyzing the uses of words registered in corpora, one can realize that together with the system of language social norms are additional coding systems that also play a decisive role in meaning determination. Thus, the Russian Language National Corpus reveals that the notion of «high moral character» which is defined as «dignity» in dictionaries may imply quite different properties depending on the distribution of roles that are customary for the given culture. For males it can imply intellect, fidelity to duty, poise or stalk; for an unmarried woman it can mean comeliness, good reputation and the art to dress with elegance; when applied to a wife, the notion can imply conjugal fidelity, debonnaire and homemaking; a maiden should be smooth-tempered and of rosy disposition; a subordinate is expected to be obedient and able to execute orders. The author comes to the conclusion that it is social norms that may have modulative influence on the word meaning in every case of its actualization in speech.