The societal-reaction approach is another term for labeling theory, a perspective in sociology and criminology that emphasises how societal reactions to an individual's behaviour can lead to the creation and perpetuation of deviance. This theory posits that deviance is not inherent in the act itself but rather a consequence of the application of labels to certain behaviours and individuals by those in positions of power or authority. Once a person is labeled as deviant, this label can negatively impact their self-conception and limit their access to conventional opportunities, potentially leading to further deviance, a process known as deviance amplification. Early proponents like Howard Becker argued that social groups create deviance by making rules whose infraction constitutes deviance and by applying those rules to particular people and labeling them as outsiders. The focus shifts from why individuals initially engage in certain behaviours (primary deviance) to the consequences of being labeled and internalizing that label (secondary deviance).