Directivos ante situaciones de crisis. El uso de LinkedIn por parte de la CEO de Metro de Madrid durante la borrasca Filomena / Senior managers in crisis situations. The use of LinkedIn by the CEO of Metro de Madrid during the storm Filomena

In January 2021, the storm Filomena paralysed Spain. One of the most affected cities was Madrid, which suffered a general collapse for several days. Metro de Madrid (underground railway company and one of the most popular public services in the city) continued to provide service to its users. Silvia Roldan (CEO of Metro de Madrid) wrote a daily post on LinkedIn to explain to users what problems they were facing, how they were being solved and how the service was ensured. Metro de Madrid is an underground railway company that was inaugurated in 1919. It extends over 294 kilometres distributed in 302 stations. It employs 7,000 persons. Other data of Metro de Madrid are: 2,400 cars, 8,758 security cameras, 1,263 vending machines, 2,424 tele-indicators, 1,703 escalators, 541 lifts and 5,386 intercoms. "LinkedIn is a social network that has a great attraction, you are addressing a professional audience, which judges you on the basis of the work you do", says the CEO of Metro de Madrid in an interview conducted to illustrate this research. This research is based on two hypotheses: 1) In a crisis context, direct communication between a company's executive and stakeholders reduces uncertainty and helps to restore institutional equilibrium; and 2) It is possible to find a paradigmatic model in this type of communication with specific stakeholders. This research carried out a quantitative and qualitative analysis using a content analysis of Roldan’s posts on LinkedIn during this crisis and an interview with the CEO of Metro de Madrid. This case gives us some lessons in communication as main results. LinkedIn is an optimal platform for crisis communication, especially if we want to transmit moderately long messages, with nuances, aimed at a professional audience willing to listen and dialogue. Roldan’s colloquial and friendly tone used in her posts are justified in this case (Filomena crisis). She is CEO of the company, direct witness of the facts and responsible for the solutions that are implemented. She uses the first-person narrative, which produces closeness and is a good remedy against uncertainty. It complements institutional messages, transmitted through institutional media and channels, which use a more aseptic and formal tone. The use of photographs in the published posts establishes an emotional links between the author of the post and readers. Readers feel like a direct witness of the facts, especially when the photograph is a subjective close-up. LinkedIn, despite not being Metro de Madrid's main communication channel, is a useful and valuable platform for communicating in emergency situations, even in a more personal and less institutional way than other platforms. Perhaps its greatest virtue is to target a professional and specialised audience, which can be proactive in the resolution of an emergency. The use of LinkedIn in emergency situations is still under-researched compared to other social platforms such as Twitter, Facebook, WhatsApp or Instagram. This article is part of the competitive research project: “Crisis and emergency communication in Social Media. Study of its use in Spain and design of information protocols for institutions and media (COMCRISIS - PID2019-109064GB-I00)” granted and funded by the Ministry of Science and Innovation of the Spanish Government.

50 Years of Drama from Bosnia & Herzegovina in Theater Festival of Bosnia and Herzegovina in Jajce: A Short History of Bosnian Theater Plays Through an Overview of Participation in the B&H Theater Festival in Jajce

The text reviews the presence of Bosnian drama and prose literature on professional theater stages in BiH through performances that participated in the Theater Festival of BiH in Jajce in the last 50 years. Through an overview of the participation of performances at one of the most important state festivals, the presence of BiH plays in professional theaters in Bosnia is analyzed in the mentioned period - the treatment of BiH dramas by theaters as well as perceptions of them by the professional audience.

Editorial Preface

The twenty-fifth issue of our journal is now in the hands of the esteemed reader. Already at the beginning of Pro Futuro, our editorial board set the goal of publishing issues in English from time to time. In 2019, we finally had the opportunity to do so, and we issued a call to the Hungarian professional audience to submit manuscripts in English. In 2021, we can now publish our third issue in English. We selected eight of the works received and edited them in the fourth issue of the journal in 2020.

THE PLACE OF THE CLASSICAL PHILOLOGICAL JOURNAL IN THE MODERN SCIENTIFIC WORLD

The article examines the problems faced by traditional scientific journals in the field of humanities in Bulgaria. The article is dedicated to the journal "Bulgarian Speech", a scientific journal for linguistics and language culture which combines the scientific approach and the search for popular topics. The history and the concept of the journal, the traditions in its publishing and the most significant authors who have published in it are presented. The text deals with the problems faced by its editorial board nowadays in the context of the requirements for the publications of researchers. The main problem is that some journals, despite their long traditions and prestige, find themselves in the disadvantage of asking authors for materials in order to realize the next issue. Questions are discussed whether it is possible to preserve the traditional layout of the journal and at the same time to meet the requirements for reference in certain databases. Is a qualitative change needed and if so, will this not change the purpose of the journal, which is to reach the non-professional audience? The possible perspectives for the development of the strategies of the journals in the direction of international databases, as well as the requirements to the authors of the publications in them are considered.

Conferences and Presentations

As well as producing scientific papers, researchers communicate in many different ways, some written (e.g., reports, theses) and others nonwritten (e.g., presentations, posters). This chapter focuses specifically on making a successful scientific presentation to a professional audience, and the differences in approach from writing to verbal presentation. The chapter explores key themes, in particular focusing on the need for a presenter to put themselves in advance into the seat of an audience member, and prepare with a view to what they wish someone in that seat to get from the experience (my primary principle of all forms of communication is “first, and last, consider your audience”). Tips and advice for preparing a presentation, from layout to delivery, and presented, along with advice on the preparation of scientific posters.

Święte i doczesne… ciało, czyli o somatycznym wymiarze narracji

The article briefly presents a series of problems discussed in the dissertation entitled Свето и пропадљиво. Тело у српској хагиографској књижевности (Holy and Worldly. Body in Serbian Hagiographic Literature) by Smilja Marjanović-Dušanić. Dedicated to a wide professional and non-professional audience, the book in question is a significant scientific work since it refers not only to the historical, but also to the anthropological and culturological description related to the activity of decoding of such essential socio-cultural category like body. Considered as a highly complex phenomenon, body is a sign generated by the realm of various traditions and discourses which render different cultural modes or primary and secondary contexts; it might be also conceived as a distinctive signature of given time-space, community and cultural system. It will not be an exaggeration to say that the dissertation is an extremely interesting and indeed outstanding study of the subject which impresses with its high cognitive value and research rank. What is more, it offers a serious and objective view of the convoluted and multidimensional cultural phenomenon and identity construct.

Applied Communication Research Methods

The field of mass communication is strongly shaped by the early role of professional education in the discipline. Early mass communication scholars were often housed in schools of journalism. Broadcasting, advertising, and public relations all followed. As such, the connection between research and application has long been an important aspect of training in methods. While mass communication scholars are expected to be familiar with the core practice of social science research, they also speak to a professional audience. Textbooks and general guides in methods are written to help guide both scholars and practitioners. Additionally, specific research techniques are applicable to professional practice. Advertising and marketing professionals need to be familiar with a number of tools that can help them evaluate the appropriateness and effectiveness of a chosen message or campaign. Journalists are called upon to report polling, and they increasingly use data to report on the news and construct compelling narratives. In general, content creators seek to quantify their audiences and measure engagement. Finally, as the sheer volume of research grows ever larger, journalists must understand and explain this material, communicating the methods and dilemmas of science to their audience. The relevant bibliographic resources are varied. Many of them are textbooks and similar guides to broad principles or specific techniques. Others are discussions within the industry about best practices and the merits of particular tools. Still others are academic scholarship, providing evidence about the efficacy of methods, the breadth of their adoption, or the consequences of their use.

Non-Signatories in International Commercial Arbitration: Contesting the Myth of Consent

Consent, the final frontier. International commercial arbitration is a dis­pute resolution mechanism embedded in consent of the parties involved. Presentation of such a mutual understanding is done through an arbitration agreement. However, the aim of this paper is to analyse whether its contractual, indeed consensual, nature is the only element which the courts use to identify the subjects who may compel or must be compelled to arbitrate disputes, or whether they employ other considerations as well. The paper will focus on extension doctrines which might be less known even to a professional audience: piercing of the corporate veil, estoppel & group of companies. A review of selected case law leads to a conclusion that consent-finding analysis is defi­nitely a starting point of any analysis. However, at the same time courts and arbitrators do indeed use tools of contract interpretation and the ones based on equity or good faith considerations to establish, and exceptionally force, the implication of consent far beyond what is obvious.

MULTIMEDIA REPRESENTATION OF KNOWLEDGE IN ACADEMIC DISCOURSE

The article focuses on academic presentations created with the help of multimedia programmes. The presentation is regarded as a special form of new academic knowledge representation. An academic presentation is explored as a multimodal phenomenon due to the fact that different channels or modes are activated during its perception. Data perception constitutes a part of the context which in itself is a semiotic event involving various components (an addresser, an addressee, the message itself, the channel of communication and the code). The choice of the code and the channel depends on different factors (type of the audience, the nature of the message, etc). In this way, the information for non-professionals will be most likely presented through visualization with the help of infographics (schemes, figures, charts, etc). Talking about the professional audience the speaker may resort to visualization to a lesser degree or he may not use it at all. His message will be transmitted only with the help of verbal means, which will not prevent the audience from perceiving and understanding new knowledge correctly. The presentation regime of rapid successive slide show may be regarded the heritage of ‘clip thinking’ which is characterized by a non-linear, simultaneous way of information perception. At the present stage of technology development visualization is becoming the most common means of transmitting information in academic discourse, due to peculiarities of data perception by the man of today.

Body Dysmorphic Disorder

Body dysmorphic disorder (BDD) is a devastating yet underrecognized illness. People with BDD are preoccupied with the belief that they look abnormal or ugly—when they actually do not. Their appearance preoccupations cause clinically significant distress or impairment in occupational, academic, social, or other areas of functioning. Psychosocial functioning and quality of life are typically markedly impaired, and rates of suicidality are very high. BDD is common, yet this disorder often goes undiagnosed and untreated. This book provides an up-to-date, comprehensive, and clinically focused overview of this intriguing, complex, and often severe disorder. The book contains nine sections: (1) patients, history, and classification; (2) phenomenology and epidemiology; (3) morbidity; (4) BDD in special populations; (5) assessment; (6) etiology and pathophysiology; (7) recommended treatments; (8) cosmetic treatment; and (9) BDD’s relationship to other disorders. Measures for assessing BDD are provided in the Appendix. Written by leading researchers and clinicians in the field, this book is for anyone who wants to better understand BDD, help patients overcome it, or conduct scientific research to advance knowledge. It is for mental health clinicians, primary care clinicians, and pediatricians, as well as surgeons, dermatologists, and others who provide cosmetic (aesthetic) treatment; cosmetic treatment is commonly received but virtually never alleviates BDD symptoms. This book is also for researchers and students who are interested in anxiety disorders, eating disorders, and obsessive-compulsive and related disorders. Although it is geared toward a professional audience, this book is also for anyone who is interested in or has been affected by BDD.