The Third-Wave Coffeehouse as "Community"

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Utilizing ethnographic data as well as narratives gleaned from face-to-face interviews, this study seeks to uncover the relationships among comestibles (in this case, coffee), discourse surrounding those comestibles, the built space that comprises these phenomena, the design and ecological features of the space, and the culture of connoisseurship that permeates all of the preceding in an investigation of the "third wave" independent coffeehouse as a post-postmodern setting par excellence.

The "third wave" refers to a growing insurgence of coffee houses, roasters, and even home hobbyists who see coffee as an artisanal beverage that requires the same sort of diligence (in growing, sourcing, roasting, tasting, and preparation) as does fine wine. The "third wave" coffeehouse is different from not only "second wave" chains (such as Starbucks) in design, amenities, customer experience and so forth, but is also distinct from most other "mom and pop" independent coffeehouses. The "third wave" is a resolutely urban phenomenon that is intended not only to propagate good coffee but also to facilitate "community" surrounding the various stages of its preparation and consumption. As such, this new sort of coffeehouse is distinctive for providing an interaction among built and otherwise physical aspects of space, and the social, interactional and cultural aspects of what has traditionally been considered "community." In bringing community back from its postmodern commodified, and often "virtual" trajectory, to something centred on face to face engagement focusing on brick-and-mortar sites revolving around a sensual (not online or otherwise virtual) social experience, the third wave coffeehouse constitutes a hopeful version of sociality for the future.

Stream: Social Policy, Culture and Welfare

Paper: A paper has not yet been submitted.

John Manzo is a sociologist with research interests comprising studies of social interaction and related lived phenomena, including "virtual" forms of community and sociality, in institutional and non-institutional settings. Among other topics, his current research concerns the "third wave" coffee phenomenon as subculture, community and social movement.