Fiske stops short of calling participants of popular culture zombies. Instead, he regards them as followers, who do use their creativity to work with what they are given. “Excorporation is the process by which the subordinate make their own culture out of the resources and commodities provided by the dominant system, and this is central to popular culture, for in an industrial society the only resources from which the subordinate can make their

Participants in popular culture become addicts of sort, becoming dependent on the commodity that brings them happiness. What the participants rarely recognize is that what brings them happiness is what the manufacturer is telling them will make them happy. Fiske uses Macy’s advertisement and their carefully chosen rhetoric: “a-soon-to-be-new-favorite” in showing what type of manipulated culture we live in.

In a reversal of role of sorts, at home, Tibbets is the dominant figure, and it is his wife, Lucy, who becomes the subordinate character. Although he seemingly loves, trusts, and respects his wife (just as we should assume the army trusts and respects Tibbets – after all, they do give him a big responsibility), when it comes to being loyal to political ideology, Tibbets clearly chooses the highest power, telling his wife to keep her "nose out of [his} business." Lucy challenges this order but she fails to put a dent on the already-established power structure. Instead, she falls back on excorporation, trying to live her life a

Some topics in this essay:
Paul Tibbets, Fiske Macy’s, John Fiske, Fiske Participants, War Power, popular culture, political ideology, participants popular culture, brings happiness, trusts respects, subordinate own, participants popular, political system, power structure,