John Fiske is a media scholar who examines how cultural meaning is created in American society and how debates over issues like race are portrayed in different media. He discusses the concept of excorporation, which is the process by which mass cultural products are changed or remade into a culture of one's own. Specifically, Fiske states that excorporation is "the process by which the secondary make their own culture out of the resources and commodities provided by the dominant system." He believes this idea is central to studying popular culture and provides examples of how the cultural meaning of blue jeans has changed over decades as an illustration.