To analyze a case of discourse and social transformation, a study examined the 1950s coffeehouse movement and the "Beat Generation" which spawned the movement. While the coffeehouse/Beatism phenomenon was short-lived, the philosophical foundation of the movement was far more pervasive than is generally recognized. In addition to the history and philosophy of the movement, the study examined the role of social discourse as the basis for social change. Initially, this was a "conversation" based movement which focused on interpersonal relationships, but it quickly became "media's movement." The transformation of the coffeehouse movement provides a case study of the impact of media--particularly television--in the evolution of popular movements. For students, the coffeehouse phenomenon provides one of the first case studies in mediation effects. (Twenty-nine endnotes are included.) (Author/SG)