Usually refers to the cultural environment that DOMINATES where one lives. However, one is still a part of society regardless of their stance towards the dominant values of that society. Society includes everybody from CEOs to antiglobalization protester to drug addicts. Whose values dominate tends to depend on which social subgroup has the most POWER.
If you don't like the values that dominate your society, all you can do is stand up, speak out and live the values that you cherish most. My opinion is that it helps little to criticize a society without presenting viable alternative values.
Jane Investor thinks Joe Junkie is a blight on society because he lives in violation of her values. Society will grow by listening to Joe Junkie's inability or unwillingness to fit in more than it will from condemning him.