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The sociological concept that what a society considers standard, acceptable behavior is not a natural or inevitable discovery, but is actively built, maintained, and enforced by that society's institutions, power structures, and cultural narratives. Norms are not found; they are made. This theory examines the process of norm entrepreneurship—how media, laws, education, and peer pressure collaborate to design a blueprint for "how to be," punishing deviation and rewarding conformity until the constructed feels innate.
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