2007/3/26, Thomas A. Schmitz <thomas.schmitz@uni-bonn.de>:

\setuphead
    [section]
    [style=normal,
     deeptextcommand=\WORD]

works for me.

I didn't know deeptextcommand myself, but it's  explained at
http://wiki.contextgarden.net/Titles#Formatting_Titles_with_.5Csetuphead

Greetlings, Hraban