Drawing on sociopragmatics and some ethnographic work in communication studies, in this paper I examine the occurrence of insistence in interactions among family and friends in middle-class Quiteño society (Ecuador) in relation to suggestions, offers and invitations. I interpret insistence in these contexts as a marker of affiliation through which an interpersonal ideology of connectedness (cf. Fitch, 1998) is recreated. However, I find that there is some generational variation in the use of this practice. I suggest that this may be an indication of a possible shift in interpersonal ideology –from connectedness towards empowerment– gradually taking place in middle-class Quiteño society
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