In this report, we discuss some of the advances in surface science and theory that have enabled a more detailed understanding of the mechanisms that govern the electrocatalysis. More specifically, we examine in detail the electrooxidation of C-1 and C-2 alcohol molecules in both acidic and basic media. A combination of detailed in situ spectroscopic measurements along with density functional theory calculations have helped to establish the mechanisms that control the reaction paths and the influence of acidic and alkaline media. We discuss some of the synergies and differences between electrocatalysis and aqueous phase heterogeneous catalysis. Such analyses begin to establish a common language and framework by which to compare as well as advance both fields. (C) 2012 Elsevier B.V. All rights reserved.