The Consumption Junction:
A Proposal for Research Strategies in the Sociology of Technology
Ruth Schwartz Cowan
Reviewed by Myong Cho
Cowan defines that the consumption junction is the interface where technological diffusion occurs and the place where technologies begins to reorganize social structure. Cowan proposed a network concept for studying the aspect of social change during a technological artifact diffuses through society. Cowan's concept is focusing on the actual or potential consumer of an artifact and imagining that consumer as a person embedded in a network of social relations. The social relationship in tern limits and controls the technological choices which the consumer is capable of making. Cowan tries to place the consumer in the center of the network at the consumption junction, and to review the network from the consumer's standpoint. According to Cowan, the consumer-focused analysis on technology development makes sense because all technologies have consumers and all technological developments are oriented toward a positive consumption decision, "betterness". However, the criteria for "betterness" depends on type of consumers (household, retail, wholesale and production). The technological betterness is not necessarily "better" in consumption term.
Through the examples of historical home cooking and heating, and analyzing them by the network (diagram) concept, Cowan demonstrated why the consumer-focused analysis can not only produce historical case studies valuable to the sociology of technology but also generate hypotheses worth of investigating. The several virtues of the consumer-focused analysis listed: Can open up a historical puzzle in diffusion stage; shed light on invention, innovation, development and production; pay attention to other social groups; stand a good chance of producing sociologically sophisticated results; relate to other social backgrounds such as economic, demographic and industrial history; and allow a room for explaining "unintended consequences".
The Case Analyses using Network Diagrams
-The Cast Iron Stove: The commercial failure of Benjamin Franklin's stove (Pennsylvania Fireplace) in 18th century versus the commercial success of Mott's stove driven by the iron industry development in 19th century was not due to technical character but price. Two consumption junctions: rural and urban consumers. A hypotheses that the history of industry had a significant impact on the history of implement could be drawn.
-The gas cooking range in 1870 versus 1920 between England and U.S. were related to the availability and price of fuel. Embedded more social consumer groups. Two consumption junctions: individual urban consumer and builder.
-The shift from coal to gas/oil/electricity fir home heating in U.S. within two decades after W.W.II was related to a housing boom. Embedded more multiple consumer groups. Three consumption junctions: individual, builder and government agencies.