what reasons does morrie give for rejecting the conventional values prescribed by the popular culture. how has he created his own culture, and what values does it consist of?

"Take my condition. The things I am supposed to be embarrassed about now — not being able to walk, not being able to wipe my ass, waking up some mornings wanting to cry — there is nothing innately embarrassing about them. It's the same for women not being thin enough, or men not being rich enough. It's just what our culture would have you believe. Don't believe it."

Morrie complains that our culture is wrong to treat physical needs like they're something embarrassing. He doesn't see his illness or symptoms as shameful and creates his own mores, which embrace shortcomings the popular culture treats as pitiable. Morrie believes that popular culture has brainwashed society.