When it comes to studying culture and social formations, ideology, representation and power have traditionally been considered key concepts/central strands that need to be examined (Open Polytechnic, 2014). However, society has changed since the times when the concepts of ideology and power were first proposed, leading some scholars to question their relevance in today's world (Barker, 2000b). This essay will attempt to demonstrate this, along with representation; the concepts of power and ideology can still be used to examine society today. It will attempt to do this by using these three concepts to critically examine the strategy employed by Save the Basin on their website savethebasin.org.nz to convince people that the Basin Reserve is in danger and that the proposed flyover is a bad idea. The concept of ideology dates back to the days of early Marxists who sought answers to the lack of working class revolt against the exploitative capitalist social system (Open Polytechnic, 2014; Barker, 2009b). They believed that people are taught to hold beliefs that lead to a false understanding of the social world and thus reinforced the worldview of the powerful and the status quo of society as natural and inviolate (Open Polytechnic, 2014; Barker, 2009b). ). This teaching is carried out at home, through the church, the education system and the mass media (Barker, 2009b). The emphasis on ideology as a means of strengthening a group's position of dominance has led some scholars to reject the concept as obsolete in today's society as there is no longer a coherent dominant culture (Barker, 2009b). Others have taken away the power aspect of it and focus on it as “people's principled idealized beliefs about the world and associations… halfway through the article… concepts in cultural studies.” In Cultural Studies: Theories and practice (pp. 8-12). London, England: Sage.Barker, C. (2000b). The Question of Ideology: Cultural Studies: Theories and Practice (pp. 54-65). Power (2006). Bruce, S. & Yearley, S. (2006). Sage's Dictionary of Sociology (p.241). Eds.), Oxford Dictionary of Sociology (3rd edition ed., New York: Oxford University Press. The Open Polytechnic of New Zealand (2014: Studying culture In 74111 Aotearoa New Zealand Society). Lower Hutt: Author.Tjonescan (2014 , May 17). /17/the-proposed-pedestrian-cycle-path-of-a-bridge-too-narrow-to-be-safe/