This article examines how so-called ordinary
or casual conversational practices in the contemporary United
States are constrained and structured in terms of where, when,
how, and with whom people choose and are able to interact socially.
The focus of analysis is the middle-class sociolinguistic practice
of “coffeetalk” – a term borrowed from U.S.
popular culture to signal the naturalized conflation of
conversation with the commercialized consumption of coffee,
space, and other commodities. The discussion of coffeetalk involves
research methods including critical analyses of the marketing
rhetoric of coffeehouse corporations; informal interviews with
coffeehouse owners, employees and patrons; and the author's
observations as a “native” participant in coffeetalk
and other commodified modes of middle-class social interaction.
By situating coffeetalk within its spatial, temporal and social
contexts, this analysis challenges the claim of some sociolinguists
that conversation is a “naturally occurring” phenomenon
that is ontologically prior to other speech genres. A systematic
investigation of the material and social dimensions of seemingly
ordinary conversational practices demonstrates that these are
inextricably implicated in the political, economic, and
cultural-ideological processes of global capitalism, as symbolized
by the increasingly ubiquitous Starbucks Coffee Company.