An information communication method that enables communication between various devices includes: determining a pattern of the change in luminance by modulating the signal to be transmitted (SK31); and transmitting the signal by a light emitter changing in luminance according to the determined pattern (SK32), wherein the pattern of the change in luminance is a pattern in which one of two different luminance values occurs in each arbitrary position in a predetermined duration, and in the determining (SK31), the pattern of the change in luminance is determined so that a luminance change position in the duration is different for each of different signals to be transmitted, the luminance change position being a position at which the luminance rises or a position at which the luminance falls.