• Read Barthes' Mythologies. You can even make it cycling related using the section on the Tour de France.

    +1 on Barthes

    also try "Travels in Hyperreality" and "A Theory of Semiotics" by Umberto Eco

    there are loads more but to be honest you'll likely be swamped by these.

    good luck, postmodernism alone is a mindblower and can change your life.

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