Tatiana Amendola Sanches
Researcher, Lecturer, and Teacher in São Paulo, Brasil
Sociological Imagination is a famous concept created by C. Wright Mills that expresses “the vivid awareness of the relationship between experience and the wider society”. This is one of my favorite concepts, since it suggests a deep link between our personal and our professional lives.
When we deal with people, there is no possible way to separate these two spheres. And this is exactly why I love dealing with people, specially when it comes to my field of work, the educational field.
Having said this, I am a lecturer at ESPM (Advanced School of Advertising and Marketing) in São Paulo. I teach a broad range of undergraduate and graduate-level courses, including sociology, communication theory and consumer trends.
As a teacher, I always seek to build bridges between academic theories and real life, the personal and the social.
I hold a PhD in Social Sciences at the University of Campinas, a B.A. in Social Sciences from the University of São Paulo (2000) and an M.A. in Communication, Culture and Society from Goldsmiths, University of London (2002).
My doctoral research explores the increasing popularity of philosophy-based self-improvement programs, to understand how philosophy fits within today’s socio-cultural context, as well as the effects these programs have on their users. My research examines three historical moments to trace the social history of conceptions of self from traditional to contemporary societies.
As a freelance market consultant, I conduct consumer research, compile ethnographic profiles, and interpret socio-cultural trends in order to help companies to better understand their customers and develop innovative marketing strategies to reach the ever-changing consumer. My many years of research in the areas of popular culture and social media give me valuable insights on modern-day consumer habits. Past partnership include Kantar Futures and Faith Popcorn Brain Reserve.
Today I am coordinating and implementing a trend analysis laboratory together with Labô (Laboratório de Política, Comportamento e Mídia / PUC-SP).
I am the editor of Estudos Culturais: uma Abordagem Prática (Cultural Studies: A Practical Approach, Senac SP, 2011), a collection of articles by prominent scholars and researchers in the fields of communication and cultural studies.
Finally, I am the creator of the podcast Sociologia para Crianças (Sociology for Children), available in all audio streaming platforms.