As globalisation continues to intensify, technological advances enable wider access to Fashion and Capitalist, Western ideologies are transferred

through Fashion across national borders, a world audience and market is created, hence changing the consumption of this popular culture. A defining characteristic about a popular culture is that it produces associated products or merchandise that is to be consumed by the masses. This response will analyze how globalisation, access and ideology have influenced change in the consumption and control of Fashion, more directly, Blue Jeans. To be recognised as a popular culture, something must be able to progress from a local to a national to a global scale. This can be recognised in the source "rebirth of the blues" where it talks about Levi Strauss in his home town discovering the wonders of denim at a local level. As a result of increased globalisation, Blue Jeans has significantly changed, as has the consumption of merchandise associated with this popular culture. In source 1, an article from trends magazine called Jean Mutations, the effects of globalisation can be seen "now worldwide, jeans have taken over from T-Shirts as the blank canvas for personalization." Many of today's popular Australian Jeans advertisements were adapted from American prototypes, which in turn were influenced by successful European traders such as Levi Strauss. The material, denim, originally came from Europe, before it arrived in America and eventually influencing the rest of the world with the introduction of mass media, or more specifically, television. Originally working gear for miners and farmers, the wearing of denim found local popularity, then national and later global consumption with people of all classes, gender and walks of life. As American soldiers took their jeans with them to many developing countries in the period from 1941-1950, jeans became more associated with leisure than with work. Much of the popularity of jeans is related to successful marketing strategies. Whether it be the brand names of Levi Strauss, or Lee, Calvin Klein and Guess or even Gene Autrey, the success of jeans as a popular culture has focused on myths, legends and icons related to Westerns and Rock 'n' Roll. More recently, jeans have been marketed through Street groups and fashion models which further demonstrate the progressive change of this population culture and ultimately how globalisation is influencing Blue Jeans as it has now attracted a world audience. With the establishment of a global audience, a global merchandise market has been created, thus explaining how globalisation has changed the consumption of Blue Jeans as its merchandise is now not only sold nationally but also internationally. Further examples of consumption can be recognised again in the source article "rebirth of the blues" where it specifically talks about the multicultural, popular mass consumption in relation to jeans "a look conceived by the French, a technology perfected by the English, a form of clothing invented by two Americans- one recently arrived from the Baltic's, the other from Bavaria". Access is a necessity for any popular culture, as it enables it to progress from a local to national to global scale. As technology continues to advance, so too does the ways in which a popular culture can be accessed, thus influencing change in the consumption of a specific popular culture, in this case, Fashion (blue jeans). The origins of blue jeans and the early production of it as clothing in the early 1700's could only be accessed in Western America and rarely read about in the newspaper. However today blue jeans, specifically Levi's, have utilized recent technological advances in order to make this popular culture and its associated merchandise more accessible. The history of blue jeans is perfectly depicted in source 4, where James Dean a popular teen idle, is shown in jeans

with a chronologically ordered array of pictures behind him. These pictures signify the historical events that are related to blue jeans, for example, the mythology of the west, all the way to the changing and evolving nature of jeans where women are wearing jeans, commenting on gender, feminism and the attitudes to women's clothing and there greater access to this popular culture. Previously discussed, the world market, opened through globalisation, is strengthened through the greater access to Blue jeans, that these technological advancements have created. Consumers can now purchase associated products such as matching belts, shoes, hats, shirts, different types and styles of jeans, create there own jeans through excorparation and are encouraged by the Transnational corporations to experiment with all the possible, available styles that blue jeans has to offer. A certain webpage encourages consumers to vote online, giving opinions to people who can literally show themselves on the webpage, trying on a pair of jeans. Information about jeans can now be accessed by purchasing a large variety of magazines, and catalogues for example, Vogue. By making Jeans more accessible through a diverse range of media, the consumption and control of this popular culture increases, demonstrating how wider access influences change in the consumption of Blue Jeans. As Blue jeans are accessible to a global audience through a range of different media, the predominantly capitalist, western ideologies portrayed within Blue jeans, are promoted to people from different cultures which may have conflicting ideologies. Hence, Western ideology is transferred to non-western audiences, encouraging consumerism, individualism and materialism. This in turn increases the global market for related merchandise as consumers purchase the associated products of this popular culture; belts, shoes, hats etc. This demonstrates how ideology influences change in the consumption of Blue jeans, as the spread of Western ideologies increases its consumption. Through the combination of increased globalisation , improved access as a result of technological advancements and promotion of Western ideologies, particularly consumerism, materialism and individualism and control, the consumption of blue jeans has changed significantly, as persons of different cultural backgrounds and countries can now easily access this popular culture through various media, and are encouraged to consume associated merchandise. Globalisation , access and ideology have increased the global market for the consumption of Fashion (blue jeans).