Most current theories of message production treat context as an indetermina
nt, catch-all category for everything that is left unspecified by the theor
y. We propose that context can be conceptualized in terms of perceived empi
rical regularities in social reality (i.e., social densities) and the confi
gurations of interpersonal goals that follow from them (i.e., goal structur
es). An illustration from recent research is provided.