The more social an event becomes, typically the more commercial. You can go to a party and expect certain patterns of conversation which may be traced back to purchases or modes of purchasing power. Even politics in the way it is discussed can have more to do with how we receive information as a product -- whether it is delivered by Twitter or The New York Times -- than any initiative we might undertake in response.
Given the choice I am less concerned by what is frivolous about normal social intercourse than what is earth-shakingly important. Things that are deeply important to me are actually very difficult to articulate in social settings, because there is little in the way of a shared language for it. We have language for power, and language for commerce; but not because we established them ourselves. We just receive them from the same, shared source -- making me wary of the "urgency" that always attends things nobody knows nearly enough about.
It follows from this that in large groups of people you can sometimes feel the most alone. Conversely, it is in quieter settings that you may have the best opportunity to consolidate some sense of who you are. This for me has always been the paradox of being in relationships with other people, since it is something I can't do without orienting myself away from them at the same time.