It is easily observable that different groups judge different things to be deviant. This should alert us to the possibility that the person making the judgment of deviance, the process by which that judgment is arrived at, and the situation in which it is made may all be intimately involved in the phenomenon of deviance. To the degree that the common-sense view of deviance and the scientific theories that begin with its premises assume that acts that break rules are inherently deviant and thus take for granted the situations and processes of judgment, they may leave out an important variable.

p. 4. - Outsiders: Studies in the Sociology of Deviance (1963)