portion of the life actions and fluids which constitute all of society, and in so doing, Fiske seems to limit the totality of culture, or to misunderstand it." Fiske’s detractors seem to find the theory of excorporation too simplistic and overarching to be effective. Examples in Modern Society Blue denim jeans have become a product of excorporation. Levi Strauss was the founder of the garment. Strauss was a German Immigrant who immigrated to San Francisco during the California Gold Rush in 1853. He coined the blue denim jean due to a need from prospectors in the area for strong work pants in the mines. The material was used because it did not cause chafing, unlike the typical canvas pants that were worn during the time by workers. 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. Examples of these include embroidered jeans, painted jeans, and psychedelic jeans. John Fiske describes this as “the raggedness is the production of the choice of the user; it is an excorporation of the commodity into a subordinates subculture and a transfer of at least some of the power inherent in the commoditization process.” In the 1980s jeans became designer fashion, labels such as Guess jeans. More recently, the focus on personalization of jeans includes finish, styles, cuts, shapes, aged, authentic, and vintage jeans. John Fiske is quoted as saying “the wearer of torn jeans is, after all, wearing jeans and not, for instance the Buddhist derived robes of the orange people." References Sociological terminology