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In our paper we apply Peirce's model of Arguments (Statistical Deduction, Probabilistic Deduction, Induction and Abduction) to a communication process where negotiating sense and meanings is emphasized. We selected a communication space where everything is planned as a medium of sense (video terminals, screens, lights, etc.) namely the IBM Software Executive Briefing Center in Italy, a workplace used to exchange views, negotiate or transact. It is based in Rome in the same building as thedoi:10.12977/ocula37 fatcat:zzidfedfkncrbarrxrklyg4uem