Academic coordinator of the Yozma expert team’s activities on Promoting the Humanities in the Education System. Previously served as the academic coordinator of the committee on Social and Emotional Skills Cultivation in the Education System.

Dr. Friedman’s areas of research and interest include sociology of the body, fandom culture, and advertising and consumer behavior.

Holds a combined MA degree in cognitive psychology and business administration from Tel Aviv University (1999) and a PhD degree from the School of Education, The Hebrew University of Jerusalem (2017).