The term excorporation was highlighted by sociologist John Fiske in his 1989 book, Understanding Popular Culture.
Fiske states that excorporation is “the process by which the subordinate make their own culture out of the resources and commodities provided by the dominant system”.
Fiske states that the subordinate’s ability to create originality and thus oppose the dominant “results in the producers having to resort to the processes of incorporation or containment”.
Several sociological authors have criticized Fiske's theory of excorporation, primarily for its overarching simplicity and its unfocused basis.
Under Fiske’s theory, the process of excorporating creates meaning, be it as simple as personalizing a commercial commodity.
He coined the blue denim jean due to a need from prospectors in the area for strong work pants in the mines.
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.