The study emphasizes the concept of discursive commodification as a critical framework for examining communication distortions under neoliberal capitalism. It highlights how capitalism, embedded in everyday language, normalizes distortions in communication. The study provides a comprehensive analysis of the commodification of discourse, with theoretical backing drawing upon Polanyi’s (1977, The livelihood of man. Academic Press) perspective of the market system, Marx’s (1887, Capital: A critique of political economy, volume I book one: The process of production of capital) value theory, and the theory of rhetorical situation. By analyzing the dual frameworks of “discourse of commodification” and “commodification of discourse,” the study reveals how popular terms, like mottainai and omotenashi, are recontextualized and trivialized, reflecting commodification’s dialectical impact on communication. Future research should critically examine managerial and service-related discourses, such as customer satisfaction and hospitality, to understand their commodifying effects on employee relationships and emotional labor. Furthermore, the study advocates for exploring decommodification in crises, where normalcy is disrupted. Japan’s 2011 earthquake and tsunami showcased community-based markets emphasizing relationality and survival over market competition, overwhelming capitalist norms. The research calls for critical awareness of normalized discursive commodification and urges scholars to explore strategies for resisting these distortions, emphasizing values of resilience and relational ties. This approach not only critiques neoliberal capitalism but also fosters emancipatory possibilities for communication free from commodification.