Cultural Studies : Analisis Kuasa Atas Kebudayaan

Cultural studies, which were the new paradigm in social sciences, put culture into whole new dimension. Not only as the creation of human lives and behaviours, but also seek a deeper understanding between culture and the power within it. The purpose of cultural studies are to discover powers and ideologies that shape the human everyday lives. Everything that seemingly and perfectly normal like fashion, advertising or even the culture of dining out, are shaped by discourse of ideologies. Some pivotal methods used in cultural studies are encoding/decoding and the mythology (semiotics) of Roland Barthes. In media studies, cultural studies uncovered the hidden truths and agenda in media practices, such as advertising, which usually construct and represent the hegemonic views of societies