This paper examines various approaches to study of the popular culture. First, it deals with possible uses of the concept of ideology.
It tries to differentiate between different concepts and considers their advantages and disadvantages. Second, the paper considers approaches to the study of a reader of popular literature.
It tackles concepts of Pierre Bourdieu or Michael Denning who analyze readers of popular literature in social dimension. Third, it deals with the study of a reader in the context of Czech literary criticism.