Wittgenstein described language as only communicating meaning within the context of a set of rules he called ‘language-games’. This idea was been expanded upon quite a bit in the 20th century by philosophers examining the semantics of language, and the radical subjectivist body of work that is often labeled ‘PoMo’ and associated with Foucault et al. The political ‘topspin’ of that work obscures Wittgenstein’s original insight.
See: https://en.wikipedia.org/wiki/Language_game_(philosophy)