This paper is about the role of personal pronouns as contextualization cues. Contextualizatoin cues are indexical signs and as such personal pronouns have a very important role in signaling the social relations between the participants in a given speech event. The problem is discussed from the Whorfian perspective. Contextualizatoin cues are culturally relative in the sense that they can be different not only for speakers of different languages, but also for different speakers of the same language. Their interpretation depends heavily on the local practices and principles of language use.