(JCB) Chapter 4: Coffee/ Class

Social class is not solely based in economics, but also has a cultural element that, in our capitalistic society, can be expressed through our consumption. In this chapter the dimensions of social class are discussed. The examples are Starbucks coffee—to exhibit how society has created a culture around certain material goods, each with their own connotations of social status. Someone who drinks Starbucks coffee, for example, is to be perceived as more wealthy than someone who drinks coffee from McDonald’s. This is a trend that has existed probably since the beginning of time and certainly extends well beyond a cup of coffee. Even those who are actually in the lower economic levels want to mimic the world’s elite’s consumption trends and may try to purchase items that they cannot actually afford, or even knock-off items, to try and distinguish themselves away from lower socioeconomic groups. Starbucks emerged from Seattle in the 1970s. Caffeine is an addiction to most of us. Scientists say coffee is good for you. Coffee is like a drug once you have one every morning and when you miss a day you will have a big migraine. I have had that happen to me. Coffee consumption and social status coffee meant one thing and one thing only to most. I personally drink coffee every morning and when I don’t I get headaches but I think I’m probably addicted. It’s been over five years that I have been drinking. On the other hand my father has been drinking coffee for over twenty-five years and to him it became an actual addiction, if he doesn’t drink he gets very grouchy, cranky. We don’t choose Starbucks because it is more expensive than higher class whatever we go because there are various kinds. I can go for a McDonalds coffee with no problem and even a gas station coffee because I love coffee. Many individuals don’t like the taste of coffee and that is when Starbucks found a way to turn the same old bitter taste into fancier lattes that many individuals go crazy for even though it is the same coffee just with a little more ingredient added to make it taste differently and make the cost rise.