InterWeek - Universidad CEU San Pablo€¦ · Economic Forum’s 2018 Global Gender Gap Report...

InterWeek

School of Humanities andCommunication Sciences

uspceu.com#InterWeekCEU

Jose María Legorburu

We would like to welcome all our guest lecturers from Poland, The United States, The United Kingdom, The Netherlands, Italy and France to the 11th Edition of our traditional International Week at the School of Humanities and Communication Sciences. We take the opportunity to thank you all for participating and hope that this experience will facilitate opportunities for exchange on all levels: for networking and sharing ideas on research, methodology and life in general. We also hope that it will prove to be an enriching experience for all concerned and that it may serve as a springboard for further possibilities of collaboration among our Academic Institutions. You will find in this catalogue the profiles of all our guest lecturers and the abstracts of their presentations.

Please enjoy our programme and get inspired by contents and events of our International Week!

Welcome to Madrid! Welcome to CEU San Pablo University!

Dean of the School of Humanitiesand Communication Sciences

Jesús Paúl GutiérrezVice-Chancellor for International Affairs, CEU San Pablo University

Welcome to our 11th International Week!

Kristine BillmyerColumbia University, United States

Plenary Session: Gender Inequalityand Communication

Abstract of the lecture

In the last two years manifestations of gender inequality have risen to prominence. Initially spurred by movements started by women who have suffered discrimination and violence, these initiatives have crossed many industries and taken hold around the world (#MeuPrimeiroAssedio in Brazil, #MeToo in the US, #WeToo in Japan, and, most recently, #Cuéntalo in Spain). At the same time the World Economic Forum’s 2018 Global Gender Gap Report estimates that the gap between the status of men and women in education, health, political empowerment, and economic participation will take 108 years to close. This lecture examines the origins of gender inequality and how stereotypes bias evaluations, leading equally qualified men and women to be evaluated differently. The talk considers the role language plays to perpetuate gender asymmetry and oppression as well as to empower and emancipate. The talk concludes with recent efforts to accelerate the pace of change and advance the interests of those who suffer violation and hit barriers to advancement as a result of prejudice and stereotyping.

About the guest speaker

Kristine Billmyer is Professor of Professional Practice in Communication and Dean Emerita of the Faculty of Professional Studies in Columbia University’s School of Professional Studies (SPS), where she served as Dean and Professor from 2009 to 2015. During this time Dr. Billmyer led the School in creating innovative, professional degree and certificate programs that aligned Columbia’s intellectual strengths with the demands of a knowledge-based global economy. Prior to her tenure at Columbia Dean Billmyer led the University of Pennsylvania’s College of Liberal and Professional Studies. Dean Billmyer is a recognized scholar, professor, and educator in gender equity, diversity and global communication in the workplace, and organizational leadership. She works with multinational companies, governmental and non-governmental organizations, and institutions of higher education in the US, Western and Eastern Europe, the Middle East, South America, and Asia.

Branislav RadeljićUniversity of East London, United Kingdom

Migration in the Context of European Identity


What is Europe? Who is European and who is not? Is a European identity possible? Nowadays, the term “Europe” is often used as a synonym for the European Union, thus to describe the process of European integration. Back in 1973, the then European Community adopted the Declaration on European Identity and over time, it has become clear that the notion of European identity has to do much more with the presence of European otherness, primarily the presence of immigrants in Western Europe. Often, these minorities prefer to continue cultivating their own, imported identity and therefore have to go through two phases of identity formation, first one focused on the acceptance of national identity of the host country and second one focused on the switch from a national to a supranational, i.e. European identity. In his lecture, Professor Radeljić addresses the relevance of the European identity discourse for European national identities as well as for the members of European otherness who have often found it difficult to meet European expectations.


Branislav Radeljić is Associate Professor of International Relations at the University of East London, with expertise in European Union, East European and Western Balkan politics. He has held visiting fellowships at the London School of Economics and Political Science, University of California at Berkeley, University of Illinois at Urbana-Champaign, University of Michigan and University of Pittsburgh. He is the author of Europe and the Collapse of Yugoslavia: The Role of Non-State Actors and European Diplomacy (2012), editor of Europe and the post-Yugoslav Space (2013), Debating European Identity: Bright Ideas, Dim Prospects (2014) and European Community-Yugoslav Relations: Debates and Documents that Mattered (1968–1992) (2017), and co-editor of Religion in the post-Yugoslav Context (2015) and Kosovo and Serbia: Contested Options and Shared Consequences (2016). Professor Radeljić has presented his research findings in numerous international conferences and workshops, and has regularly been invited to give talks and provide commentary to different media outlets. Outside academia, on an occasional basis, he conducts research and supplies consultancy services within his area of expertise.

Huifeng BaiLiverpool John Moores University, United Kingdom

Omni-Channel Communication Strategies in the Contemporary International Luxury Fashion Market


The lecture is explaining the differences between three important and popular multiple channel strategies, named multi-, cross- and omni-channel strategies. It then focuses on the omni-channel strategies in communication. Finally, this lecture demonstrates that omni-channel communication strategies are feasible methods to create and enhance values for both luxury fashion retailers/brands and their consumers in the context of mainland China.


Dr Huifeng Bai is a Senior Lecturer in Marketing and Public Relations at the Liverpool John Moores University. Prior to this position, he worked as a Teaching Assistant and a Lecturer in Luxury Fashion Marketing and Retailing at the Glasgow Caledonian University. He is teaching a range of marketing and retailing modules and acting as a dissertation supervisor for both undergraduate and postgraduate students. His doctoral research focused on luxury fashion retailers internationalisation strategies. He is building his research profile in international luxury fashion marketing and has published research papers in the international leading academic journals. He is also contributing to some ABS ranked journals (International Journal of Retail & Distribution Management, Journal of Services Marketing, and European Management Review) as a peer reviewer.

Mike PeelRegent's University, United Kingdom

Sound in Cinema


A discussion and look at some of the ways filmmakers use sound and music within their films. The talk will cover a variety of methods by directors to use both music and sound to shift and guide an audience, to add subtext to their images, to enhance a scene, a moment or a mood. The talk will cover scenes from filmmakers including Francis Ford Coppola, Stanley Kubrick, Spike Lee amongst others.


Michael Peel is the Course Leader for the Media Production Foundation course & Senior Lecturer in Studio & Media Production. He lectures across a variety of postgraduate, undergraduate and foundation courses in the HASS faculty (Humanities, Arts & Social Sciences). His teaching covers the areas of film production, cinematography, multi-camera TV studio production, postproduction and location based filming. Michael previously taught at The Arts University Bournemouth and has been a fellow with the Higher Education Academy since 2015. In addition, he is the co-founder of an independent London based production company, BottleRocket Film, that produces a variety of dramas, corporates and documentaries. The projects he’s worked on have been accepted into numerous film festivals and won a number of awards. Most recently ‘The Iris Echo’, a short film produced by BottleRocket Film, was accepted into a number of international film festivals. Michael was also nominated for the Best Cinematography Award at the 2018 Southampton International Film Festival, and has worked for BBC News, BBC Manchester, BBC South and a number of other production companies, including marketing campaigns for the RSPH (Royal Society for Public Heath).

Elaine RitchGlasgow Caledonian University, United Kingdom

Encouraging Sustainability: a paradigm shift?


This lecture aims to examine how sustainability is communicated to consumers and how this influences their perceptions and behaviours. Societal discourse around sustainability is growing, with scientists and non-government organisations urging action to reverse the detrimental impact of production and consumption on the environment. The lecture examines the Dominant Social Paradigm of production that is reliant of excavating scarce resources to accelerate cycles of production. It then considers how marketing is positioned to encourage consumers and, conversely, sustainability. This is captured within the lens of children (quite literally with cameras that they were given for data collection!). The lecture concludes by presenting new business models that are responsive to sustainability that respond to the New Environmental Paradigm.


Elaine is a Senior Lecturer in Marketing at Glasgow Caledonian University and also the programme leader for the International Marketing UG degree programme. She completed her doctoral thesis in 2012 which explored how professionally working mothers interpreted and practised notions of sustainability when purchasing and disposing of fashion in the family setting. She has presented her research at international conferences and published in international journals and book chapters. Her more recent research explores how children perceive sustainability through using visualisation methods. She is also collecting data around the theme of ‘woke’ branding, where brands (for example Lynx, Dove, Adidas, Nike and UK retailers) are addressing social issues that position the brand as responsive to political and ethical issues, such as mental health, body image, sustainability and workers’ rights.

This lecture discusses the ins and outs of magazine pacing or pulse: both theory and practice. This session will consist of: (1) An introduction (guest lecturer’s background in creative and conceptual magazine thinking); (2) An instruction (a short lecture on the laws and theory involved in magazine pacing as practiced by magazine makers in the industry: approximately one hour); (3) A deconstruction and reconstruction of actual magazines (the assignment itself ): approximately two hours. The assignment will deal with the various (visual) rhythms as applied by a number of international magazines such as Time, National Geographic, a Japanese and possibly a Spanish magazine. The audience (max. 25 people) will be divided up into teams. Each team will be allocated a magazine and literally take their magazine apart and put it ‘on the dissecting table’. All teams will present their findings.


Wim HondersInHolland University Amsterdam, The Netherlands

Creative workshop: Magazine pacing


Wim Honders (Amsterdam, 1957) has an extensive track record in both academia and industry, specialising in visual communication, creative thinking and media. As a creative director he has worked for various major Dutch advertising and publishing agencies (e.g. Scripta Media and Boomerang Publishing), developing award-winning offline and online media concepts for companies and brands like Nike, Microsoft and IKEA. He teaches and researches visual communication, cross-media, magazine making, camera and editing, art history and advertising at both Inholland University and VU University Amsterdam. As an international guest lecturer he has collaborated with renowned institutions such as Al Akhawayn University in Morocco, Chulalongkorn University in Bangkok and Waseda University in Tokyo.

Rebecca PearceLondon College of Communication, United Kingdom

Mobile Journalism: is everyone a journalist now?


The development of cheap, accessible technology at everyone’s fingertips means a viral news video is just as likely to have been shot by an interested bystander on their phone as a professional journalist. So does that undermine our skills as journalists? In this lecture Rebecca Pearce will examine what the evolving nature of technology means for the industry and how it is changing what is being taught in Journalism lecture halls. She will demonstrate some of the kit that can be useful for would-be #MOJO practitioners and pass on tips for those hoping to make their mark in this developing area of journalistic content.


Rebecca Pearce is Acting Course Leader for BA (Hons) Journalism and a Senior Lecturer across the Journalism and Publishing programme at London College of Communication. Rebecca began her journalistic career volunteering for BBC local radio. This led to a Postgraduate Diploma in Broadcast Journalism at London College of Communication, followed by a career as a local radio news reporter, BBC Radio 4 features journalist and BBC network TV news reporter & producer. Having left full-time journalism to pursue a University teaching career, Rebecca gained a Postgraduate Certificate in Academic Practice in 2013 and has taught many of broadcast journalism’s brightest and best recruits. At LCC, she has recently developed teaching in mobile journalism and podcasting across the Journalism and Publishing Department.

Marta ŁysikUniversity of Wroclaw, Poland

Investigative Family Research and New Media: Narratives of the Third Generation


The lecture will delineate the research I’m doing on my grandfather’s military (IIWW) and civilian past, and how the investigation has influenced my professional and personal life. I was writing a blog titled (“From a granddaughter’s diary”) documenting my peregrinations and search, thinking of it as “blography” (blog + biography), when I realized I was involved as well. To my surprise, one day I realized it is not only historical, genealogical and biographical research, but also an autobiographical venture for me, the granddaughter who discovers facets of her identity. I renamed the “blography” “autoblography”, i.e. a blog with elements of autobiography and biography. I used traditional and modern methods in order to advance and enhance my search, combining library and archival work, interviews with social media use, which resulted in setting up a blog as an additional tool to help me connect with people of similar interests who could fill in the gaps in my knowledge. The search encompassed: trips to former POW camps in Germany, to archives, libraries, museums; interviewing time witnesses and living relatives, meetings with historians, reading history books, memoirs, listening to oral narratives, sending email and letter queries, and making phone calls. I will also encourage students to take up research about their families as the first investigative project before they become full-fledged journalists, for according to an old proverb: “He who does not know where he came from, always ends badly. He who knows where he came from, always knows where he is going.”


Marta J. Łysik holds degrees in English, American Studies, and Journalism and Social Communication. She has studied in Poland, the US, and Germany and taught in the departments of: English and American Studies, German Studies, and Journalism. At present, she works as Assistant Professor in the Institute of Journalism and Social Communication at the University of Wroclaw, Poland. Her current research interests include: media and literary genres, radio stations and radio journalism, and life-writing narratives and forms of self-referential writing.

Noreen SiddiquiGlasgow Caledonian University, United Kingdom

Evaluating the development of Brand – Consumer Engagement within Facebook communities – a comparative analysis.


Understanding how marketing can make best use of social media remains a significant challenge. Social media platforms like Facebook are seen as a driving force for consumer engagement due to their participatory nature and focus on relationships. Facebook remains the number one social media platform in the world. This aim of this research is to investigate the development of brand - consumer engagement within online brand communities (OBCs) from both a brand and consumer perspective. From a brand perspective, this research will initially focus on the contribution of social media within overall digital communications and the range of social media platforms utilised by brands within four different sectors. This will be followed by an evaluation of brand and consumer posts on Facebook communities to determine the level of consumer engagement. Finally, a content analysis of what consumers discuss within these communities will be undertaken. It is anticipated that this research will provide greater insight into brand- consumer engagement and add to current understanding of the role of OBCs across a number of different sectors.


Noreen Siddiqui is a Senior Lecturer in the Department of Fashion, Marketing Tourism and Events located within the Glasgow School for Business and Society at Glasgow Caledonian University, with expertise within digital marketing and retailing. Her PhD was in the development of Internet retailing by High Street clothing retailers. She is currently the Programme Leader for MSc Marketing and teaches Digital marketing at UG and PG levels. She is currently supervising a number of PhD students evaluating digital marketing communications within Higher Education, Fashion Retailing, Charity sector, Tourism sector and modest wear fashion. Her research interests include: developments within retailing, social media marketing; brand consumer engagement and modest wear with fashion clothing.

Esther WillemsenAmsterdam University of Applied Sciences, The Netherlands

Innovation & Business Models


Successful organisations have often in common a model for managing information for marketing and competitive strategies and their decision. These models stimulate good ideas and creativity to be inventive and smart. They give people or companies the competitive edge and vision ahead of others. During the lecture you will learn how top organisations innovate, develop new products or make clever moves by the use of business models.


At the bachelor programme Media and Communication Studies at HvA (Amsterdam University of applied sciences) Esther Willemsen teaches Digital Media, Research and Media analysis from their foundation year to their graduation year 4 years later. Prior to lecturing at the HvA, she worked 8 years for the ABN AMRO bank as Business Analyst for Corporate Communications. Currently she’s part of projects regarding design thinking research methods, though leadership, scrum and business models. Her research for subject for pre promotion is business data driven.

Wojciech SternakUniversity of Warsaw, Poland

Seven Ways. Is Travel Photography a Message?


According to McLuhan old sentence - every medium is a message. However when I look at most of travel photographs I feel I have already seen them before. They contain hardly no new message for me.Is there still anything interesting left to photograph? Susan Sontag wrote in late ’70 that everything had been photographed. It's good to know she actually wrote it about the situation in XIX century - before mass film production, not even anticipating the digital era. How is it possible that we tend to excite while taking pictures of places photographed so many times by other people before us? One of the answers can be given by Vilem Flusser and his concept of "Apparatus" and its programme. The programme seems to overwhelm us giving us the alternative to be either the slave of the system or an avangard lonely wolf. In that second case, everything innovative shall be or ingested by mainstream or forgotten and covered by dust of forgetfullnes. In my lecture I will talk about the ways of inventing new ways of depicting the travel experience and trials to get out of the Flusser's Apparatus.


Wojciech Sternak is a photography theoretician and also a visual artist. He is an adjunct professor at Faculty of Journalism, Information and Book Studies at University of Warsaw, Poland. He supervises BA diplomas in photography. His research and artistic practice focuses on mutual relation between the medium of photography and turism. He is also the Director of Photography School of ZPAF (Polish Art Photographers Association).

Major Exhibitions:

2019:"Seven Ways": Miasto Ogrodow, Katowice, PLKobro Gallery, Academy of Fine Art, Lodz, PL

2014:"Wisła. Dopoki" / "Vistula. As Long as (it flows)"National Ethnographic Museum, Warsaw, PLSpokojna Gallery, Academy of Fine Arts, Warsaw, PL

Liz CableLeeds Trinity University, United Kingdom

Storytelling skills for interactive and Transmedia Narratives Market


This session will spotlight how giving audience agency transforms the way we both write creatively and document real events. We’ll examine case studies of interactive storytelling, how to map out your own using a “lock and key” approach, and introduce some authoring tools for this new media format.


Liz Cable teaches Social Media, Digital Narratives and Transmedia Production at Leeds Trinity University. She is currently researching how Escape Rooms and immersive games can be used in learning and assessment, in particular to reveal entrepreneurial traits and employability skills. She has an upcoming chapter in the Routledge title “Playful Learning” and is lead on pedagogy for a two-year Horizon 2020 project investigating affective learning around diversity and stereotypes using escape games.

Marta MarchevaGroupe EDH, France

Luxury Marketing


The lecture will unveil the specificity of luxury marketing in the context of globalization and democratization of luxury. It aims at identifying the challenges of the various industries (fashion, jewellery, hospitality, services, etc.) as well as the key players. There is a special focus on the characteristics of luxury customers with their profiles and expectations which will be redressed by using examples of best practices from leading luxury brands.


Marta Marcheva holds a PhD in Communication Sciences from the Sorbonne University in Paris. She is the Director of the MBA Luxury Communication & Strategies at EFAP, France and a professor in Marketing. She is lecturing classes such as Luxury Marketing, Luxury Management and Fashion Communications. Her research interests include Luxury and CSR and the link between Luxury branding and Art collaborations. She has previously worked as a Communication Manager in the Perfume industry and as a Marketing Manager for a TV channel dedicated to contemporary art.

Teresa FordeUniversity of Derby, United Kingdom

Interdisciplinary Research: Installation and Curation as Practice


This session will address the relationship interdisciplinary between film and media in the context of co-curating an art exhibition. Marion Adnams was an artist from Derby, England who worked in a surrealist style. The session will consider the ways Adnams can be explored as a female artist working in a Surrealist mode. It will also consider the process of curation, exhibition and installation as forms of practice that are both informed by, and contribute to, further research.


Dr Teresa Forde is a Senior Lecturer in Film and Media at the University of Derby. Teresa’s interests include memory, technology, art cinema and representation in television drama. Her recent publications include chapters on television series ‘True Blood’ and the ‘L Word’ in Television Finales: from Howdy Doody to Girls (Syracuse, 2018). Teresa also co-curated a retrospective exhibition on the work of the surrealist-influenced artist Marion Adnams (Derby Museum, 2017-18) and produced a video installation as part of the exhibition. She is currently undertaking further research into Adnams and her work.

Fabrizia MalgieriIULM, Italy

Playing through episodes. The new forms of seriality in video games, between literature and television.


The concept of seriality in the media has been linked to videogames in fairly recent times. This work aims to trace the current state of the art of video game seriality, with particular attention to its expression: the proximity of the "episodic narrative" videogame genre to some of the most structured and settled forms of television and literary seriality. Starting from the previous studies that have founded and elaborated the concept of seriality, here we analyse those videogames that demonstrate how much this medium wants to get closer to non-digital serial forms. At the same time, the videogame is forced to deal with its own nature, that is the direct interaction with the player. Despite the fact that videogames retrieve terminologies (season, episodes, etc.), narrative structures and production/distribution models from the television seriality, these products can not prescind from the concrete and real presence of the player, who takes on multiple roles: from the actor to the director of the plot. Through simple gameplay mechanics, such as the multiple choice system borrowed from the gamebooks, or puzzle-solving mechanics, the empathic link that is created between the player and the characters (as well as their stories) assumes a primary role within these experiences, reinforced by the presence of strong extra-diegetic elements, such as the soundtrack. Starting from games such as The Walking Dead (2012), Life is Strange (2015) and Batman: The Enemy Within (2017), this work aims to identify similarities and differences between these new forms of serial videogames and previous serial formulas, starting from the literary and television ones.


Fabrizia Malgieri is PhD in Communication and New Technologies at IULM University, Milan, with a work on video games titled "Multi-screen and multi-frame: new practices of videogame experience". From 2013 to 2018 she collaborated in teaching activities at the Institute of Arts, Cultures and Comparative Literatures in Film Studies and since 2017 she has been collaborating in teaching and research at the Department of Communication, Arts and Media "Giampaolo Fabris" in television and game studies at IULM University. Since 2013 she has been editor-in-chief of the Italian section of Gamereactor, the largest nordic website dedicated to videogames, and since 2018 she has collaborated with the national italian newspaper "Il Corriere della Sera" for the tech and videogames section. Currently, she works as an adjunct professor in the Streaming Laboratory at IULM University.

International Relations Team

Olga [email protected]

Miguel [email protected]

Berta García [email protected]

Paula MoraIntern

Contact details

School of Humanities and Communication SciencesUniversity CEU San PabloPaseo de Juan XXIII, 1028040 Madrid

(+34) 91 456 42 00www.uspceu.com

InterWeek - Universidad CEU San Pablo€¦ · Economic Forum’s 2018 Global Gender Gap Report...

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