Semiotic Sociology provides solid ground for cultural analysis in the social sciences by building up a mediation between structuralist semiology (Saussure), pragmatist semiotics (Peirce), and phenomenological sociology (Schutz, Garfinkel, Berger and Luckmann). This is a deviation from the common view that these traditions are seen as mutually exclusive alternatives and thus competitors of each other. The net result of the synthesis is that a new social theory emerges wherein action theories (Weber and rational choice) are based on phenomenological sociology and phenomenological sociology is based on neostructuralist semiotics, which is a synthesis of the Saussurean and the Peircean traditions of understanding habits of interpretation and interaction.