This paper aims at presenting a horizontal approach to the design of communication for joint action in human-robot interaction. According to this approach, social robotics must focus on different parameters of the whole joint action including context, the embedded situation and human psychological profile during the design and test process. Such an approach aims at complementing the standard building-block model that represents the state-of-the-art in robotic communication. Moreover, we provide some general ideas of how the model can facilitate the use of available communicative strategies for creating more efficient culturally sustainable robots in contexts of joint action.