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John FiskeJohn Fiske is a media scholar who has taught aroundthe 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.
What he did ExcorporationIt is the process which mass cultural products arechanged or remade into its own culture. In order toexplain the ongoing struggle between the dominant andsecondary groups in popular culture.The process of excorporating creates meaning, be it assimple as personalizing a commercial commodity.Fiske states that excorporation is “the process by whichthe secondary make their own culture out of theresources and commodities provided by the dominantsystem.” Fiske believes this idea to be central to thestudy of popular culture.
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
How it relates to usExamples in Morden society Through the decades of the past century, the cultural meaning ofblue jeans has changed. For example, the 1930s were the times of westernfilms, propelling the character of the American cowboy and their Wranglerjeans into the public limelight.The 1940s resulted in jeans being introduced to the world based on the startof 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 bluejeans.The 1960s and the 1970s were the start of crafting jeans for individual taste,based on the fashion and social movements at the time. .