Obviously enough, the work of a professional sociologist can happen anywhere and it is perhaps most common for such work to happen 'out there,' in society writ large. However, for the practitioner of EMCA and its derivatives the focus is – more often than not – in the small, mundane and oftentimes (for others) inconsequential bits of interaction that make up one's (or their) day to day world. One can (and many have) make the case that society writ large is an assemblage (ad hoc, planned, semi-planned and so on) made up in and of these small bits. And that's why we do what we do – to understand social action, and in turn society, from – as they say – the ground up.