Understanding the market Book

This is a compelling, theoretically driven book that can be picked up and read by pretty much anybody. Fiske presents amazing and brilliant ideas, but offers them to us in sleek, cool prose that makes for great discussion. I especially like how he asks us to approach our readings of popular culture, and notable in this book is how well it has aged. Even though it was written more than two decades ago and references old material, its readings and analyses are still sharp and can be used in reading today's culture.