Summary. In this paper we consider a decision making situation where agents pairwise compare all the alternatives and show their levels of preference through previously established linguistic labels. Then, from these non-numerical inputs, we introduce two extensions of the Borda rule, called broad and narrow approaches. The difference between them arise when individual assessments are aggregated through matrix operators: the first one takes into account all the labels which compare each alternative and all others, while the second one only consider those favorable. Once these linguistic Borda rules designed, the fulfillment of some properties within the Social Choice framework is verified.