Of course, not all social groups share the same criteria for judging each other. In his 1963 book Outsiders: Studies in the Sociology of Deviance, Howard S. Becker analyzed the social worlds of marijuana users and jazz musicians. Becker had worked in Chicago as a jobbing pianist while studying for his PHD and observed up close how the subculture of jazz players shaped itself in opposition to âsquareâ society. Through those experiences Becker came to understand that âdevianceâ could only be understood in relation to a set of rules being violated, and the social group that maintains those regulations. âDeviance is not a quality that lies in behavior itself, but in the interaction between the person who commits an act and those who respond to it.â Deviance, like pretentiousness, is in the eye of the beholder, in the gap between one individualâs baseline of acceptable behavior and the actions of another. The conservative who brands someone a âdeviantâ for their appearance or lifestyle choice is trying to maintain a particular set of rules in which they have an emotional investment. When a furious reviewer slams a book for being pretentious, theyâre essentially angry because it deviates from the aesthetic standards or worldview theyâve chosen to subscribe to.