New deviancy theories, such as labelling theory:

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Labelling theory, a new deviancy theory, adopted a more appreciative methodological stance toward deviants by focusing on the social processes that label certain behaviors as deviant. It also took a more critical stance toward the state and the system that defines what is considered deviant, arguing that deviance is not inherent in any act but is instead the result of the application of rules and sanctions to an "offender."

New Deviancy Theories, Such as Labelling Theory