Social Norms or social rules operate at the level of the whole society and govern the behaviour of all (you should not steal!). Other social structures are less general - some are tied to particular roles you are expected to play in society. As children, you are expected to pay respect to your elders (but are also allowed to make mischief). Similar rules exist for every role you occupy - that of a son, a neighbour, a citizen, etc. Rules do not apply to individuals themselves but to role they are expected to play at a place/time.