I develop a new, socially sensitive, account of conversation and assertion. According to traditional speech act theory, an utterance is a particular conversational move, like a question or a promise, when it has a particular kind of force. Traditionally, this force – called illocutionary force – has been understood in terms of various conditions, norms, and constraints that utterances either meet or fail to meet. This tradition has led some philosophers to attempt to account for this force by way of a constitutive norm. In my first two chapters, I argue that this way of understanding conversational moves is misguided, and that there is a more promising alternative. The third chapter outlines my new position. Illocutionary force is relative ...