Coffeehouse

The Coffeehouse page functions like all the nav bar subpages before it; it functions as a springboard into more information.  This section of the website provides basic descriptions of ways readers can be more involved in community.  Community in the keyword in this text because it represents so many things.  Community means social networking, music sharing, reading about store layout designs, mobile Starbucks apps, store WiFi, and even entertainment information.  A reader needs to look no further than these subpages to discover what Starbucks cares about and does with these types of ‘communities.’  It is interesting to note, while on the subject of community, that the blog is once again highlighted at the bottom left of the main Coffeehouse page with relevant blog posts.  Yet, since this has been a trend since the homepage, the blog does not feel like it is in any way a ‘community’ or a special part of the Starbucks’ Coffeehouse community messaging.

The readers of this text value media that is social, entertaining, and musical.  It appears that Starbucks does as well, or at least is tapping into a very large population of media loving people by growing this aspect of the company.  Yet, it might not all be cold business cashing in practices.  One of the Coffeehouse subpages is the “Online Community.”  This subpage has a very specific subpage called "MyStarbucksIdea."  This page requires a reader to create an account and login to participate.  Yes, participate, because this is the part of the site that is really a community.  Readers and participants interact by sharing neat ideas with Starbucks regarding anything from food, location, music, and more.  So perhaps Starbucks’ website love for media, community, and digital connectivity has something to do with handy tips they have received over the years for loyal fans or frustrated patrons.  This subpage is very procedural, more so than other pages on the website.  The page features a poll with readers needing to select one option and submitting their selection.  Also, participants must  go through the process of creating an account and drafting and submitting recommendations.  By being so participatory and procedural, the text takes very seriously the opinions and recommendations of the readers and participants.  I would say readers are very valued and aware of their value.  Beyond the “MyStarbucksIdea” page, the other subpages are encyclopedic.  They provide information and even WiFi troubleshooting and ATT tech support for your local Starbucks’ WiFi tech issues.

Overall, this set of subpages are probably the pages that rely on the socially accepted behavior and attitudes about being digitally connected.  These pages would not work in a society that did not appreciate or value digital connectedness.  An online community would not exist because community would occur in the presence of people.