secondary norm

This would be an example of a deviation from a secondary norm.

But when we consider what might be deviant in terms of Lok's own "dialect", we refer to the secondary norm.

This demographic evidence indicates that while families highly value having male offspring, a secondary norm of having a girl or having some balance in the sexes of children often comes into play.

This context can be relatively narrow, such as the immediate textual surroundings (referred to as a 'secondary norm') or wider such as an entire genre (referred to as a 'primary norm').

The recognition that a text may set up its own secondary norms leads to a further conclusion, that features of language within that text may depart from the norms of the text itself: that is, they may "stand out" against the background of what the text has led us to expect.