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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.

One of the most influential books on economics ever written, Thomas Robert Malthus's An Essay on the Principle of Population remains one of the most controversial too. This 1798 work inspired naturalists Charles Darwin and Alfred Russel Wallace to develop the theory of natural selection. But it has also sparked criticism - Karl Marx famously called Malthus a "lackey of the bourgeoisie." Yet this hasn't stopped leading present-day environmentalists from taking up Malthus's ideas.

Friedman did not just demonstrate that monetary policy plays a vital role in broader economic stability. He also argued that economists got their monetary policy wrong in the 1950s and 1960s by misunderstanding the relationship between inflation and unemployment. In Friedman's view, previous generations of economists had no justification for believing that governments could permanently decrease unemployment by allowing inflation - and vice versa.

Our Common Future is a joint work produced in 1987 by a United Nations commission headed by former Norwegian Prime Minister, Gro Brundtland. Intended to respond to a growing number of environmental concerns faced by the global community, it recognized the need for long-term strategies to manage natural resources. It says we must act collaboratively to protect the environment, while at the same time stimulating economic and social development.

Environmental factors shape our history just as much as - and sometimes more than - human factors. That's the premise of Alfred W. Crosby's 1972 work The Columbian Exchange: Biological and Cultural Consequences of 1492, a key text in environmental history.

Note: This is a summary and analysis of Mao's Great Famine and not the original book. Historian Frank Dikötter used a brief window of political openness before the 2008 Beijing Olympics in China to get inside official archives and gather evidence of the terrible toll the Great Chinese Famine took on ordinary people. He also discovered how Communist leaders caused, and then covered up, the catastrophe. Dikötter shows the disaster was much worse than previously thought, with a death toll of at least 45 million.

Geneva-born thinker Jean-Jacques Rousseau's famous work of political philosophy from 1762 is based on a give-and-take theory of the relation between individual freedom and social order: the social contract that gives the work its name. Rousseau thinks about the issue by starting with what is known as the state of nature, a lawless condition where people are free to do what they like, governed only by their own instinctive sense of justice. People are free, but they are also vulnerable to chaos.

More than two centuries after its initial publication in 1781, Immanuel Kant's Critique of Pure Reason remains perhaps the most influential text in modern philosophy. Kant himself claimed his work as a revolutionary document and insisted that it changed the discipline of philosophy as thoroughly as Copernicus had changed astronomy 300 years earlier, when he said the Earth revolved around the sun and not the other way round.

Since it was first published in 1973, A Random Walk Down Wall Street has been a highly influential best seller. Burton G. Malkiel demolishes the idea that investment "experts" can predict stock price changes and thereby "beat the market." With all available information that could affect the value of a company's shares known almost instantly to all investors, Malkiel says, shares quickly find the price that reflects that information. This is known as the efficient market hypothesis.

Some people think nationhood is as old as civilization itself. But for anthropologist, historian, and political scientist Benedict Anderson, nation and nationalism are products of the communication technology of the era known as the modern age, which began in 1500. After the invention of the printing press around 1440, common local languages gradually replaced Latin as the language of print. Ordinary people could now share ideas of their own.

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.

Among the general public, Descartes is probably most famous for his pronouncement "I think, therefore I am." That statement first appeared in an earlier work, but he expands on it in Meditations as he considers the idea of the mind as a separate entity to the body - the "dualist" approach. Descartes also set out to dispel skepticism - the idea that one cannot truly know anything. Using his "methodological skepticism," he showed that by doubting everything, we can know some things beyond doubt.

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.

In his 1986 book War Without Mercy, American historian John Dower examines Japanese-American relations during World War II and investigates links between popular culture, stereotypes, and extreme violence. He argues that it was the concept of racism - used equally by both sides - that underpinned the military conflict and led to a particularly brutal war in the Pacific and East Asia.

"Common Sense" was published in 1776, at a time when America, then a colony of Great Britain, was teetering on the brink of war. It was an immediate success, a best seller, and was credited with galvanizing the people of America and George Washington's army. Paine's approach followed a path blazed by earlier thinkers such as John Locke and Thomas Hobbes, though he radicalized both their positions. For Paine, British rule in America amounted to little more than tyranny.

First published in Germany in 1980, British historian Ian Kershaw's The "Hitler Myth" is recognized as one of the most important books ever written about Adolf Hitler and the Nazi State. Kershaw wanted to focus on what he called the "history of everyday life", and so investigated the attitude of the German public to Hitler at the time, rather than looking at the dictator from the perspective of those in positions of power. He was intrigued to find out how someone like Hitler could have become such a powerful figure.

When Charles P. Kindleberger's Manias, Panics, and Crashes: A History of Financial Crises was first published in 1978, the world was entering a new period of global economic turbulence. Established economists based their analyses on the assumption that investors act rationally, and these economists often communicated their ideas with dry, technical language. Kindleberger rebelled against convention. Using a more literary and descriptive style, he came up with a new view.

How do we know what knowledge is? In his 1963 article, "Is Justified True Belief Knowledge?", American philosopher Edmund Gettier radically challenged the accepted definition of knowledge itself. Greek philosopher Plato, discussing knowledge well over 2,000 years ago, defined it as "justified true belief". But in two ingenious cases, Gettier demonstrates that somebody's justified belief can be true because of nothing more than luck.

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.

Ordinary Men is one of the most influential works on the Holocaust. Before US historian Browning's 1992 book, most Holocaust scholarship focused either on the experience of the victims or on the Nazi political ideology driving the slaughter. Browning investigates the stories of some who carried out acts of extreme violence, those who literally had blood on their hands. Who were they? What were their backgrounds? And how could they end up committing such unspeakable acts?