Understanding Deviance in a social context

I need help trying to achieve a sociological understanding of deviancy and normalcy. Help me understand the relative nature of what we consider insanity, normalcy and deviancy within the context of society.

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...d called them insane. The numbers who drank from the well increased, and so did the number of people considered mad. Days passed and soon most of the villagers had started walking on their hands. Those who walked upright, on their feet, were then incarcerated and called insane. The drifter had to choose either to drink the water from the well, or he could leave the village.
The story above illustrates how deviancy is actually determined by social factors. Any behavior, thoughts, etc. that is not 'normal', ...