Tiny Paper: The Product Langue Framework

In this part of the Tiny Paper series, we introduce the Product Langue Framework — a linguistic perspective on product engagement. This framework was first featured in Oliver Ding’s 2023 book draft, Perspectives on Product Engagement: Theory-based Reflection.

Drawing inspiration from Ferdinand de Saussure’s distinction between Langue and Parole, Ding differentiates between the abstract system of a product’s identity (Langue) and its concrete, situated expressions (Parole).

In this framework, Langue represents the core identity of a product — its underlying, abstract uniqueness. Across different contexts, this Langue manifests in various forms, each corresponding to a specific Product Speech.

Building on this model, Ding identified 14 types of Thematic Spaces, each governed by its own rules of thematic conversation and speech. These spaces are further grouped into five Thematic Areas:

• Toward-us
• Only-us
• With-us
• Without-us
• Not-us

This typology is organized according to four key criteria: Time, Place, Members, and Themes.

The framework also outlines a landscape of Product Langue, serving as a reflective tool for examining what a product is. By distinguishing between the diverse forms of objectification of Product Langue within situational Product Speech, it provides a coherent foundation for theory-based reflection and empirical research on product engagement.