Cultural Scene: Buying Coffee at the Starbucks Coffee Shop

One last preliminary question: What is a culture? What do we mean when we talk about a given people's culture? James Axtell has provided a definition of culture that, in many ways, illustrates the problems of grappling with this slippery concept:

A coffee shop is a perfect place to study social construction in our society. For one, a plethora of different people go in and out of such shops. And they do so for a variety of reasons. Because of this, coffee shops truly encapsulate America. Our group aimed to capture the workings of society using the four classic anthropological methods. Sikander Chohan, who authored the biological anthropology section, focused on how physical factors of human beings affected the Tim Hortons he studied. Our linguist specialist, Chris Josebalan, focused on how nonverbal communication, vocal vocabulary, and gender speech contrasts were factors in the everyday workings of the Coffee Beanery Café he studied. Our two cultural specialists, Noah Smith and Ashley Hamblin, studied people's reasonings, gender construction, and the effect of groups. Owen Ekblad, our archaeology specialist, studied at two locations of the local coffee shop chain called Sweetwaters. The two locations he visited, in Ann Arbor and Canton, were representative of a wider variety of human influence and behavior. All in all, our group aimed to make observations that would give us an insight into social construction in coffee shops.

My observations of human behavior were made at Starbucks on Grand avenue, New York near Elmhurst. I chose this location due to the high customer traffic that it sees. Since it is a popular coffee shop, the customer base cuts across different multicultural sector of the population. There is a lot of variety in the backgrounds and personalities of the people visiting the shop. This quality makes any patterns that are recognized more representative of the general public.

For my ethnography project, I decided to observe the Starbucks on Rockside Road in Independence, Ohio. My plan was to observe the subculture of Starbucks’ customers. A subculture is defined as a “structured social inequality or, more specifically, systematic inequalities between groups of people that arise as intended or unintended consequences of social processes and relationships.” My question was twofold. Does Starbucks appeal to certain social statuses? And if so, does Starbucks serve as another example of social inequality?

Culture is one of the most relevant elements that can define not only a society but also a country’s cumulative beliefs and system. Often noted as the origins of a country, culture is definitive in the sense that it harbors all the elements that can provide justification on the traditions and norms set by the society for its members. More often than not, the society members follow norms in order to create a harmonious community, and the beliefs and the traditions serve as the poles or grounding rules for each member to follow. Culture is very dynamic in the way that it can change over a variety of foreign influences but what is permanent about it is that original elements about it often lingers with the influences, therefore making it multi-faceted and broad. More importantly, culture serves as an individual and unique trait each society has, and therefore sets it apart from other countries and other societies.

Since the inception of human civilization there have been countless cultures and societies which have helped shape the current world today as we know it. The modern human race dates back more than 200,000 years and in that time frame many cultures have risen to great virtue and success only to deteriorate or cease to exist altogether. First before examining one of these cultures we must know what culture truly means. The Army’s Training and Doctrine Command (TRADOC) Culture Center defines culture as a “dynamic social system,” containing the beliefs, behaviors, values and norms of a “specific organization, group, society or other collectivity” learned, shared, internalized, and changeable by all members of the society (Watson, 2010). In

I chose to do the Starbucks Ethnography over all of the other options because Starbucks currently plays a large role in the social behaviors of today’s society. It has grown significantly from when it was first founded and is currently dominating the coffee market worldwide. Starbucks has become a social and cultural phenomenon because, “...it is at once a globalized consumer institution and a local place in which the mundane daily activities of sipping coffee, writing in journals, and conversing with friends are practiced” (Dickinson 7). Since I am in the age group that Starbucks is particularly trendy with (young adults), I already have some expectations for what the results of the ethnography will be. I have also lived in Orange County for my entire life, so I had some context as to which race would be more prevalent to the Starbucks I had gone to. I wish to explore the symbolic anthropology, which, “...focuses on understanding cultures by discovering and analyzing the symbols that are most important to their members” (Nanda 35). Understanding the symbolism behind coffee and Starbucks is important since it has multiple meanings and has become deeply ingrained within our culture.

There are various aspects that make up a culture in today’s world, ranging from necessities needed for survival, social groups, and the unique traditions they value within the specific culture. That’s why we all are able to conclude that culture is the fluid set of traditions, customs, beliefs, values, and practices developed over time by a specific group or community.

Although many of us have used the words culture and civilization interchangeably, Huntington spends a great deal of time differentiating between the two. Cultures have a commonality; ancestry, religion, language, history, values, customs, and institutions. These commonalities will define cultural groups; and the largest cultural group possible, at the broadest level, is a civilization. “Culture is the common theme in almost every definition of civilization”.

Culture is the sum of knowledge, attitude, and behaviors shared on or passed on by members of a specific group. This includes human work and train of thought. It’s like a blueprint or rule of how the group of people should behave if they want to fit into a group. It can form us into one group that’s separate from the other groups. Culture involves food, shelter, religions, relationships, language, knowledge, security, social organization, and creative expressionism. A society is a group who basically have nearly the same identity. The term ethnic group is often used to a group that shares mostly was a culture really is. Culture and societies are mostly changing, whether it be at a slow or fast pace. There are about three different types of change or way of change can spread, particularly with innovation, diffusion and its cultural hearth, and acculturation. Language being spread by diffusion ways can establish a cultural identity. Languages identity or culture can lead to the language having to be categorized and making a language family. As languages spread around the world so did religion. Religion consist of a belief in a supernatural power or powers that are regarded as the creators and maintainers of the universe. There are three types of religion monotheistic with one god, polytheistic with more than one god, and animistic or traditional is belief in divine forces in nature. There are also major religions such as

Several factors affect the formation of one’s culture, Palispis, E. (2007) quoted Sir Edward Tylor, “Culture… refers to that complex whole which includes knowledge, beliefs, arts, morals, law, custom, and any other capabilities and habits acquired by man as member of society.” (Palispis, E., 2007) In this context culture is something we acquire from the people we have lived with since we were born, it is not something a person can learn overnight nor can be disposed effortlessly.

When comparing cultures, one must form a definition of what culture is. Culture can be easily defined as the social behavior and normality’s found in human societies. It can also be easily made up of a composed arrangement of educated conduct and thought designs. Culture is a sorted out framework since it includes many parts. Throughout the world, there are many cultures that are both very different and also very similar. "Culture encompasses religion, food, what we wear, how we wear it, our language, marriage, music, what we believe is right or wrong, how we sit at table, how we greet visitors, how we behave and one million other things." (Cristina De Rossi.)

Starbucks is undoubtedly an international brand. The history of coffee traces back to Ethiopia, Africa, India, Arabia, and Europe, and has been traded abroad since the 11th century. Understanding the demand and widespread market for coffee, Starbucks has triumphantly capitalized both the domestic market, and the varied international markets as well. Possessing about 6,500 retail sites worldwide, Starbucks’ net is spread across thirty countries and has been found as one of the most recognized brands all over the globe in equality to McDonalds and Toyota. This organization’s ability to build an international brand has been unprecedented- particularly since it represents a specialty

The demand for coffee shops is born from the increased number of individuals seeking coffee brewed outside of the home. This creates a larger market for coffee shops. An increased amount of people are starting their mornings off by purchasing breakfast and a cup of coffee away from home (Tuttle 2014), more people are enjoying gourmet coffee (NCA National Coffee Drinking Trends 2015 Infographic), and younger generations are demanding more coffee and coffee drinks from coffee shops (Tuttle 2014, S&D Coffee and Tea inc. 2014, Statista 2015). Coffee shops must compete with at home coffee, work place coffee, and teas for the caffeinated beverage markets (LN 2015). Demand for coffee within different markets varies, and provides competition for coffee shops. Single cup coffee makers, increasingly qualitative instant coffees, and gourmet beans are all sources of competition that could satisfy the demand for coffee. However, coffee shops are becoming more ingrained in social

Kroeber and Kluckhohn (1962) identify over 150 scientific definitions of the concept of culture. Indeed, many authors have tried to define culture and this is why there are so many definitions and that a unique one is hard to find. First of all, Kroeber and Kluckholn (1952) assume that culture is a suite of patterns, implicit and explicit, “of and for behaviour acquired and transmitted by symbols, constituting the distinctive achievements of human groups, including their embodiments in artefacts” (p.47). Later, Hofstede adds that culture is “the collective programming of the mind which distinguishes the members of one category of people from another” (Hofstede, 1991, p.51). This definition is the most widely accepted one amongst practitioners. For Winthrop (1991), culture is the distinctive models of thoughts, actions and values that composed members of a society or a social group. In other words,