Amphibious sociology: Dilemmas and possibilities of public sociology in a multimedia world

Public sociologists' deep engagement with non-academic publics tends to give research findings greater empirical accuracy, relevance and influence, as well as provide a powerful source of motivation. However, it also creates constant risks of dispersion, loss of independence, lack of analytical distance and burnout. Based on the author's experience with research and advocacy about socio-environmental conflicts in Latin America, this article dwells on these opportunities and risks. To take advantage of the former and tackle the latter, it makes a case for 'amphibious sociology,' an approach that embraces hybrid styles of writing and uses advances in multimedia technology to engage several audiences, while keeping the enterprise of public sociology afloat.