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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.

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.

The modern world has been marked by a series of immense social revolutions that have transformed the states where they happened. In 1979, American sociologist Theda Skocpol published States and Social Revolutions and examined three of these uprisings: in France at the end of the 18th century, then in Russia and in China in the first half of the 20th century. She pinpointed a number of common factors that affected each of these countries at the time revolution happened.

In the century before the Black Death swept across the developed world, economic relations flourished between Europe, the Middle East, and Asia. Before European Hegemony looks at this period. Without any dominant power, the world's economy revolved around eight interlocking sub-systems, with the major world cities and towns playing a crucial role in the system as a whole. But as economic activity spread across borders, so did the Black Death.

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.

Sigmund Freud was born in 1856, in Vienna, Austria, and died in London in 1939, but his reputation as "the father of psychoanalysis" lives on. The theories he introduced in his masterwork, The Interpretation of Dreams, revolutionized the treatment of mental illness in the late 19th century. Based on his success in using new techniques he had developed with his patients, and on conclusions he drew from analyzing his own dreams, Freud said that dreams offered a window into the workings of the unconscious mind.

Social anthropologist Edward Evans-Pritchard wrote Witchcraft, Oracles, and Magic Among the Azande after 20 months' fieldwork with the Azande people of the South Sudan. It became the founding text in the anthropology of witchcraft, and has been hailed as a classic. Although Witchcraft had little impact when it first appeared in 1937, its popularity grew after World War II. Alongside his subsequent work on the Nuer people, Witchcraft established Evans-Pritchard's reputation as an important anthropologist.

Business scholars C. K. Prahalad and Gary Hamel base their 1990 argument for a strategy change on a comparison of case studies. They note that some corporations are adept at inventing new markets, quickly entering emerging markets, and shifting patterns of customer choice in established markets. The authors suggest that the ability to identify core competencies allows companies to develop new products quickly, and they challenge managers to emulate these best practices

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.

Clifford Geertz's first collection of essays, The Interpretation of Cultures (1973), made him a leading voice of anthropology's "symbolic" movement, which believed scholars should read the signs and symbols of a culture from the perspective of its natives. Geertz's approach helped anthropology reinvent itself as a scientific discipline that is still relevant today, making him - in the words of one critic - "a true giant of social and cultural theory."

One of the most influential works of political theory ever written, The Federalist Papers collects 85 essays from 1787 and 1788, when the United States was a new country looking to find its way politically. Thomas Jefferson, author of the country's Declaration of Independence and a future US president, called the work "the best commentary on the principles of government which ever was written".

In his 1996 book The Clash Of Civilizations and the Remaking of World Order, American political scientist Samuel Huntington sets out his vision of the post-Cold War world. While the era from 1945 to 1989 was shaped by ideological conflict (communism vs. capitalism), Huntington predicts a future of cultural conflict.

In his 1936 book The General Theory of Employment, Interest and Money, Keynes argued that traditional economics has misunderstood the causes of unemployment. Employment is not determined by the price of labor; it is directly linked to demand in the economy. Keynes believed market economies are by nature unstable and so require government intervention. Spurred on by the social catastrophe of the Great Depression of the 1930s, Keynes set out to change the way the world thinks about economics.

In her original and controversial 2005 book Politics of Piety: The Islamic Revival and the Feminist Subject Saba Mahmood examines the women's mosque movement in Cairo, Egypt as part of a wider turn to religious fervor integral to the broader Islamic revival of the twenty-first century. Mahmood's research suggests that in choosing to embrace the norms of their faith, these pious Muslim women are not limiting, but rather affirming, themselves.

In The Age of Revolution, renowned British Marxist historian Eric Hobsbawm focuses on the historical period from the end of the 18th century to the middle of the 19th. He concludes that the "dual revolutions" of the time - the French Revolution and the British Industrial Revolution - changed the way the whole world thought about politics and power, and fundamentally shaped the modern era.

German-born thinker Theodore Levitt's groundbreaking 1960 article Marketing Myopia established him as a world-famous business figure and led to him being dubbed "the father of modern marketing." At the time he published the piece, marketing did not even exist as a separate business discipline. Recognizing that companies went bust when the market for their products dried up, Levitt set to finding out why. He wrote Marketing Myopia as a manifesto.

Reconstruction had the potential to make good on the promise of America's founders, bringing freedom and equality to all. Yet this promise was undermined by defiant Southern whites determined to protect their own privilege. Earlier interpretations of this period often blamed the failures of Reconstruction on black people. But Foner's analysis concluded that Reconstruction was an overall failure because whites prevented African Americans from becoming equal citizens.

American sociologist Jack A. Goldstone examines the causes of revolutions and uprisings in the period between 1500 and 1800. Investigating cases in both Europe and Asia, the conclusions he reaches are surprising. Many thinkers had previously believed that Europe's distinctive history - and particularly the rise of capitalism - had created the specific revolutions and political changes that launched the continent on a path to global supremacy. Goldstone says this is wrong, and that European and Asian states were, in fact, all experiencing similar developments.

In 1963's The Feminine Mystique, she identified "the problem that has no name" afflicting women pressured to devote themselves to domestic life. After World War II, society fostered the idea that women wanted different things from men - namely, to run homes and live through the achievements of their husbands and children. In reality, rigid gender roles left housewives frustrated and depressed and caused tensions both in their marriages and in how couples raised their children.

First available in 1689, John Locke's Two Treatises of Government is considered one of the most important works ever written on the foundations of government. Published anonymously, it argues against the popular idea at the time that monarchs have a God-given right to rule. Instead Locke proposes that sovereignty - supreme authority - ultimately resides with the people.