Norms constitute a powerful coordination mechanism among heterogeneous agents. We propose means to specify and explicitly manage the normative positions of agents (permissions, prohibi- tions and obligations), with which distinct deontic notions and their relationships can be captured. Our rule-based formalism includes constraints for more expressiveness and precision and allows the norm-oriented programming of electronic institutions: normative aspects are given a precise computational interpretation. Our formalism has been conceived as a machine language to which other higher-level normative languages can be mapped, allowing their execution, as we illustrate with a selection of examples from the literature.