Discourses may under certain conditions be operationalized or “put into practice”, which is a dialectical process with three aspects: they may be enacted as new ways of (inter) acting, they may be inculcated as new ways of being (identities), and they may be physically materialized, e.g. as new ways of organizing apace, for example in architecture. Enactment and inculcation may themselves take semiotic forms: a new management discourse (e.g. the discourse of marketized “new public management” which has invaded public sector fields like education and health) may be enacted as management procedures which include bew genres of interaction between managers and workers , or it may be inculcated as identities which semiotically include the styles of the new type of managers.