The study of public opinion is my main academic emphasis. In my teaching and research activity, I explore the role of this social-psychological phenomenon in social, political and economic dynamics. In modern societies, public opinion is considered the only legitimate source of political power. Thus, the art of influencing public opinion is also the most desired skill for those who try to achieve power. The subject becomes awfully complex when we add mass media to the equation. This triangular relationship – public opinion, mass media, political power – is the axis around which my research agenda revolves.

This is the focus of my teaching portfolio as well. I teach courses on Public Opinion Theory and Research. Students learn all the tools necessary to complete a survey research project, from the questionnaire design, to the sampling and interview types, to the most sophisticated inferential tests and prediction models.

Lately, I have been taking interest in Audiovisual story telling. Audiovisual media (Cinema and TV) have become the most common – and popular – vehicle to tell stories. I analyze the historical development of audiovisual storytelling, the elements of the audiovisual syntax, as well as the different techniques to create meaning through fictional narrative.