In this chapter we will disco≠≠≠ver that language variation is a normal characteristic of speech on all language levels: in the sounds of accents, words, in grammar but also in discourse. When speaking, we always face alternative choices, and these are determined by our regional and social backgrounds and by the context of situation. We will discuss the concept of the sociolinguistic variable in more detail and find that variation is rule-conditioned and systematic. We focus on all actors and factors involved: the social dimension of variation (individuals, groups, communities) and its social correlates (region, class, gender, ethnicity, education). Last but not least, we will look at the spread of innovative features and trace patterns of diffusion from individual speakers, the point of origin of change, throughout wider society (via processes such as actuation, diffusion, and embedding).

The chapter establishes the role of context in an analysis. This is done by defining context, presenting a context continuum that can be used to understand an object of study, and introducing the types of conditions that shape understandings of discourse. Six different approaches to studying context are discussed in this chapter: systemic functional linguistics, the SPEAKING model, frames, indexicality, contextualization cues, and next-turn proof procedure. After reading this chapter, readers will understand what context is and why it is important; be able to study context using different models and constructs; and know how discourse and context work together to create meaning.