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The concept of social deviance is generally applied throughout the social sciences to describe behaviours which contravene socially accepted norms, values and ethical standards. However, under the conditions of late-capitalist consumer culture we are witnessing a number of harmful behaviours which are becoming normalised, legitimised and celebrated forms of leisure, driven by consumer capitalism’s economic need for a liberal moral relativism. From a deviant leisure perspective, this paper questions the on-going utility of ‘social deviance’ as a criminological concept, and argues a need to invert the traditional interpretation of deviance and consider the extent to which transgression and the cultivation of ‘deviant’ identities is in fact a form of cultural conformity to the values of neoliberal capitalism.
Drawing on Bauman’s (1989) notion of the ‘duty to the other’, the paper presents a more ontologically-grounded conceptualisation of harm which can avoid a moral relativism in order to consider systemic social harms as well as incorporating eco-justice perspectives.