The central concern of this article is the relationship between ethnography and social theory. With the help of 'consequent processualism', a social ontology that centers on the co-constitution of people, cultural forms, social relations, and the built environment, this essay makes an argument for what should be at the core of social theorizing: the principles underpinning the dynamics of processes in the nexus between actions and reactions, igniting social formation in webbed flows of effects across time and space. The article shows how consequent processualism is able to implode time-honored, reifying conceptual dichotomies, such as micro-macro, event-structure, agency-social structure, to open new vistas on the social. Building on consequent processualism, the essay argues on the one hand for the significance of theory for the practice of ethnography in identifying and delimiting fruitful field sites. Conversely, it advocates ethnography as the method of choice for developing social theory.