I think it is generally true that sociology does not discover what no one ever knew before. - Howard S. Becker

Even in the simplest societies, no two people learn quite the same cultural material; the chance encounters of daily life provide sufficient variation to ensure that. No set of cultural understandings, then, provides a perfectly applicable solution to any problem people have to solve in the course of their day, and they therefore must remake those solutions, adapt their understandings to the new situation in the light of what is different about it.

[Professionals] define the problems of their art similarly and agree on criteria for an acceptable solution. They know the history of previous attempts to solve those problems, or some of it, and the new problems those attempts generated. They know the history of work like theirs, so that they, their support personnel, and their audiences can understand what they have attempted and how and to what degree it works.

In addition to recognizing that deviance is created by the responses of people to particular kinds of behavior, by the labeling of that behavior as deviant, we must also keep in mind that the rules created and maintained by such labeling are not universally agreed to. Instead, they are the object of conflict and disagreement, part of the political process of society.