We are pleased to introduce this new volume on Pragmatics, Culture, and Society. As Kecskes (Intercultural pragmatics. Oxford University Press, Oxford, 2014) says in his introduction to his Intercultural Pragmatics, there are many works around on pragmatics, and a new volume is (only) justified on the basis of some unique features that differentiate it from others. In this chapter, we want to explain to what extent the present book is different from other works dealing with issues in theoretical pragmatics.