This curricular unit deals with the textual analysis of records and cultural objects in terms of identifying sociocultural trends that permeate everyday life. Perspectives and methodologies of a critical, interpretative, reception and ethnographic nature are discussed. The themes include understanding how trends work in the sociocultural environment and how they regulate cleavages, identification processes and relationships among groups and individuals. In this context, students develop skills in analysing and managing trends in a strategic context, with potential applications in the creative industries. Thus, the objectives include learning to identify sociocultural trends; understanding social and communication dynamics; developing business models associated with the study of trends; applying cultural analysis practices in strategic processes.