Consumption junction
Cowan believes that a methodology that starts in the household will illuminate power relationships that other producer and laboratory oriented methodologies cannot (1987). She also believes that it is easier to trace how technology is designed, and then how it diffuses in different sectors of society by focusing on the “consumption junction”. Cowan’s “consumption junction” deliberately starts the analysis with the user making a consumption choice, and draws out the network, or, seamless web with this consumption junction as its focal point. In her analysis of the oven – which is based on in-depth historical case studies – relevant consumer groups embedded in a socio-economic network are engaged in making consumption choices and technology diffuses according to these choices (Cowan 1987).