Even in the simplest societies, no two people learn quite the same cultural material; the chance encounters of daily life provide sufficient variatio… - Howard S. Becker

I … view deviance as the product of a transaction that takes place between some social group and one who is viewed by that group as a rule-breaker. I will be less concerned with the personal and social characteristics of deviants than with the process by which they come to be thought of as outsiders and their reactions to that judgment.

The marketing people don't care about the elegance and perfection that impresses the engineers' peers. They think engineers are impractical cuckoos who would just as soon bankrupt the company by pursuing perfectionist pipe dreams.

Photographers learn to interpret photographs in that technical way because they want to understand and use that ‘language’ themselves (just as musicians learn a more technical musical language than the layman needs). Social scientists who want to work with visual materials will have to learn to approach them in this more studious and time-consuming way