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Advertisements for soap. The image of a film star. The sight of a car as beautiful as a goddess. We accept all these common objects and experiences as normal parts of our lives and as timeless and universal as myth. But they are also carrying hidden messages that none of us even suspect, as Barthes demonstrates with a unique analysis of the signs that generate meanings and assumptions we all take for granted. These things have been "taken out of history" so that their hidden cultural meanings can be accepted without question.

Michel Foucault had already written extensively about medicine, madness, and prisons. But in the latter days of his career, he turned to the subject of sexuality, planning six volumes on the subject. He completed three before dying of an AIDS-related illness in 1984. Foucault's History of Sexuality Vol. 1 is a study of the evolution of cultural ideas about sex in the West since the end of the 17th century. Volume two looked at attitudes toward sex in ancient Greece; volume three investigated sex in ancient Rome.

Issues of human rights and freedoms always inflame passions, and John Rawls's A Theory of Justice will do the same. Published in 1971, it links the idea of social justice to a basic sense of fairness that recognizes human rights and freedoms. Controversially, though, it also accepts differences in the distribution of goods and services - as long as they benefit the worst off in society.

Since the 19th century, people have claimed that the prosperity enjoyed by the First World was the result of its devotion to unconstrained economic freedoms. In his 2003 book Kicking Away the Ladder, South Korean economist Ha-Joon Chang claims this was not the case and that, in fact, First World economic success was due to exactly the kinds of state intervention that traditional economic thinking consistently opposes today.

In his 1807 work Phenomenology of Spirit, G. W. F. Hegel introduced the world to his philosophical system. His most influential work - and the culmination of the German Idealist movement begun in the late 18th century as a response to the works of Immanuel Kant - the book remains one of the undisputed classics of Western thought.

Austrian-born economist Friedrich Hayek's 1944 work, The Road to Serfdom, analyzes the ways in which excessive government planning can erode democracy. Published while World War II still raged, the work draws influential parallels between the totalitarianism of both socialism and Nazism and increasing control exerted by Western democracies.

Religion and the Decline of Magic examines popular belief in 16th and 17th century England, a key period during which leaders of the Protestant Reformation tried to disentangle magic from religion itself. Thomas argues that magic was popular because it offered practical solutions to everyday problems. Few social historians had examined the popular religious beliefs of the 1500s at the time Thomas wrote Religion.

First published in 1973, Albert Bandura's Aggression: A Social Learning Analysis is a groundbreaking work that helped lay the foundations of the discipline of social psychology. Much of what we now know about the influences of the early childhood environment on delinquency and anti-social behavior can be traced back to Bandura's work. In the book, he uses the subject of aggression to demonstrate and explore the usefulness of what is called social learning theory.

Western thinking about the Middle and Far East has been distorted by stereotype and inaccuracy. This argument lies at the center of Palestinian-American literary theorist Edward Said's groundbreaking book, Orientalism. Originally published in 1978, it cemented Said's reputation as the father of postcolonial studies.

Anthropologist Geert Hofstede's 1980 work, Culture's Consequences, was the first study to look at cultural differences using data. The Dutchman took advantage of the enormous global span of his employer, the technology company IBM, to gather survey data in 20 languages and across 70 countries, and to produce a unique study of national values.

Nigerian novelist and professor Chinua Achebe was acutely conscious that Western views of Africa were inevitably the views of a culture that assumed itself superior. When confronted by what it took to be an inferior culture, the West identified itself as better - materially, intellectually, even spiritually. Achebe believed that even as original and subtle a work as Joseph Conrad's Heart of Darkness - a novel seen by many as a criticism of colonialism and one that Achebe admired stylistically - reflected these assumptions.

How do those in power exercise that power over a state's citizens? French thinker Michel Foucault's 1975 work Discipline and Punish looks to answer this question by investigating the prison system. Foucault does not believe that the modern-day system developed out of reformers' humanitarian concerns. He argues that prison both created and then became part of a bigger system of surveillance that extends throughout society.

J. A. (John) Hobson's 1902 book, Imperialism: A Study, presents an original and controversial interpretation of the forces that motivated Britain to conquer foreign lands in the 18th century. Hobson advances the idea that ultrawealthy financiers consciously worked to manipulate political leaders, all so they could invest money and sell goods in the outposts of a country's empire.

De Beauvoir's book charted the oppression of "the second sex" in terms never before seen in the academic world. Her most startling theory became a rallying cry for the feminist movement: "One is not born, but rather becomes, a woman." She argued that gender identity was shaped by upbringing in a world ruled by men. A leading light in the existentialist movement, de Beauvoir applied the radical philosophy of personal choice and freedom to argue that women were subjugated in every area of life.

Can the Subaltern Speak? is a classic of postcolonial studies, the discipline that examines the impact of colonial control on countries that gained their independence from European powers from the 1940s onwards. The essay, written in 1988 by Calcutta-born scholar Gayatri Chakravorty Spivak, argues that a core problem for the poorest and most marginalized in society (the subalterns) is that they have no platform to express their concerns, and no voice to affect policy debates or demand a fairer share.

While previous scholars of international history had focused on "great men" and their achievements, Paul Kennedy focused on the interdependent relationship between military might and economic growth. In his 1987 work, The Rise and Fall of the Great Powers, he shows why countries that balance the economic and the military can become "great powers." Those that fail to do so, however, risk imperial overstretch and failure.

When American sociologist C. Wright Mills's The Sociological Imagination was first published in 1959, it provoked much hostile reaction. This was understandable: the book was a hard-hitting attack on how sociology was practiced - and on a number of leading sociologists. Mills was a fierce critic of both modern capitalism and Soviet-style authoritarianism, and argued that the sociology profession failed to look at how people's problems are connected to the structures of the society in which they live.

Linguistic structuralism studies the meaning of language based not just on definitions, but also on the relationships of words and sounds to each other. Lévi-Strauss's insight was to see that this concept of structuralism in linguistics could be applied to anthropology as well. He saw that while some cultures are very different from others, they all seem to have certain internal structural relationships in common. By tracing these structures across cultures, he tried to answer nothing less than the eternal question: "What is man?"

Sociologist Émile Durkheim's 1897 work On Suicide is a powerful evidence-based study of why people take their own lives. In the late 19th century it was generally accepted that each suicide was an individual phenomenon, caused by such personal factors as grief, loss, and financial problems. But Durkheim felt there were patterns in suicide rates, and believed that a more likely cause of suicide lay in the individual's relationship to society.

Why do we want to justify our decisions, even if they appear to be irrational? The answer lies in cognitive dissonance, the mental discomfort we experience when we hold two contradictory beliefs at the same time. In A Theory of Cognitive Dissonance, first published in 1957, American social psychologist Leon Festinger investigates the problem. Festinger puts forward the idea that we have developed mechanisms to try to deal with the stress brought on by cognitive dissonance.