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.

1. John Fiske
John Fiske is a media scholar who has taught around
the world, Fiske also acts as a media critic, examining
how cultural meaning is created in American society,
and how debates over issues such as race are
handled in different media.

2. What he did
Excorporation
It is the process which mass cultural products are
changed or remade into its own culture. In order to
explain the ongoing struggle between the dominant and
secondary groups in popular culture.
The process of excorporating creates meaning, be it as
simple as personalizing a commercial commodity.
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.” Fiske believes this idea to be central to the
study of popular culture.

3. Bibliography
• Understanding Popular Culture in1987
• Television Culture (Studies in Communication Series) 1987
• Reading the Popular on August 1, 1989
• Power Plays, Power Works, 1993
• Reading Television (J. Fiske & J. Hartley) 1996
• Media Matters: Race and Gender in U.S. Politics, March 1996
• Mass Media and Society "Postmodernism and Television"
(1991)
• Channels of Discourse, Reassembled "British Cultural
Studies and Television" 1992
• Herbert Spencer’s service to religion

4. How it relates to us
Examples in Morden society
Through the decades of the past century, the cultural meaning of
blue jeans has changed. For example, the 1930s were the times of western
films, propelling the character of the American cowboy and their Wrangler
jeans into the public limelight.
The 1940s resulted in jeans being introduced to the world based on the start
of globalization and World War II.
In the 1950s, denim became a popular garment that symbolized rebellion,
such as in James Dean’s movie Rebel Without a Cause. During this time,
some public schools in the United States banned students from wearing blue
jeans.
The 1960s and the 1970s were the start of crafting jeans for individual taste,
based on the fashion and social movements at the time.
.