Hasil untuk "The performing arts. Show business"

Yakun Zhang, Zihan Wang, Xinzhi Peng et al.

Functional testing is essential for verifying that the business logic of mobile applications aligns with user requirements, serving as the primary methodology for quality assurance in software development. Despite its importance, functional testing remains heavily dependent on manual effort due to two core challenges. First, acquiring and reusing complex business logic from unstructured requirements remains difficult, which hinders the understanding of specific functionalities. Second, a significant semantic gap exists when adapting business logic to the diverse GUI environments, which hinders the generation of test cases for specific mobile applications. To address the preceding challenges, we propose LogiDroid, a two-stage approach that generates individual functional test cases by extracting business logic and adapting it to target applications. First, in the Knowledge Retrieval and Fusion stage, we construct a dataset to retrieve relevant cases and extract business logic for the target functionality. Second, in the Context-Aware Test Generation stage, LogiDroid jointly analyzes the extracted business logic and the real-time GUI environment to generate functional test cases. This design allows LogiDroid to accurately understand application semantics and use domain expertise to generate complete test cases with verification assertions. We assess the effectiveness of LogiDroid using two widely-used datasets that cover 28 real-world applications and 190 functional requirements. Experimental results show that LogiDroid successfully tested 40% of functional requirements on the FrUITeR dataset (an improvement of over 48% compared to the state-of-the-art approaches) and 65% on the Lin dataset (an improvement of over 55% compared to the state-of-the-art approaches). These results demonstrate the significant effectiveness of LogiDroid in functional test generation.

Mohammad Azarijafari, Luisa Mich, Michele Missikoff

Artificial Intelligence agents represent the next major revolution in the continuous technological evolution of industrial automation. In this paper, we introduce a new approach for business process design and development that leverages the capabilities of Agentic AI. Departing from the traditional task-based approach to business process design, we propose an agent-based method, where agents contribute to the achievement of business goals, identified by a set of business objects. When a single agent cannot fulfill a goal, we have a merge goal that can be achieved through the collaboration of multiple agents. The proposed model leads to a more modular and intelligent business process development by organizing it around goals, objects, and agents. As a result, this approach enables flexible and context-aware automation in dynamic industrial environments.

Quentin Romero Lauro, Aakash Gautam, Yasmine Kotturi

Generative AI can help small business owners automate tasks, increase efficiency, and improve their bottom line. However, despite the seemingly intuitive design of systems like ChatGPT, significant barriers remain for those less comfortable with technology. To address these disparities, prior work highlights accessory skills -- beyond prompt engineering -- users must master to successfully adopt generative AI including keyboard shortcuts, editing skills, file conversions, and browser literacy. Building on a design workshop series and 15 interviews with small businesses, we introduce BizChat, a large language model (LLM)-powered web application that helps business owners across digital skills levels write their business plan -- an essential but often neglected document. To do so, BizChat's interface embodies three design considerations inspired by learning sciences: ensuring accessibility to users with less digital skills while maintaining extensibility to power users ("low-floor-high-ceiling"), providing in situ micro-learning to support entrepreneurial education ("just-in-time learning"), and framing interaction around business activities ("contextualized technology introduction"). We conclude with plans for a future BizChat deployment.

Diederik Aerts, Jonito Aerts Arguëlles, Lester Beltran et al.

We present the results of cognitive tests on conceptual combinations, performed using specific Large Language Models (LLMs) as test subjects. In the first test, performed with ChatGPT and Gemini, we show that Bell's inequalities are significantly violated, which indicates the presence of 'quantum entanglement' in the tested concepts. In the second test, also performed using ChatGPT and Gemini, we instead identify the presence of 'Bose-Einstein statistics', rather than the intuitively expected 'Maxwell-Boltzmann statistics', in the distribution of the words contained in large-size texts. Interestingly, these findings mirror the results previously obtained in both cognitive tests with human participants and information retrieval tests on large corpora. Taken together, they point to the 'systematic emergence of quantum structures in conceptual-linguistic domains', regardless of whether the cognitive agent is human or artificial. Although LLMs are classified as neural networks for historical reasons, we believe that a more essential form of knowledge organization takes place in the distributive semantic structure of vector spaces built on top of the neural network. It is this meaning-bearing structure that lends itself to a phenomenon of evolutionary convergence between human cognition and language, slowly established through biological evolution, and LLM cognition and language, emerging much more rapidly as a result of self-learning and training. We analyze various aspects and examples that contain evidence supporting the above hypothesis. We also advance a unifying framework that explains the pervasive quantum organization of meaning that we identify.

Neda Bagherzadeh, Saeed Setayeshi, Samaneh Yazdani

Ontology is a general term used by researchers who want to share information in a specific domain. One of the hallmarks of the greatest success of a powerful manager of an organization is his ability to interpret unplanned and unrelated events. Tools to solve this problem are vital to business growth. Modern technology allows customers to be more informed and influential in their roles as patrons and critics. This can make or break a business. Research shows that businesses that employ a customer-first strategy and prioritize their customers can generate more revenue. Even though there are many different Ontologies offered to businesses, none of it is built from a cognitive perspective. The objective of this study is to address the concept of strategic business plans with a cognitive ontology approach as a basis for a new management tool. This research proposes to design a cognitive ontology model that links customer measurement with traditional business models, define relationships between components and verify the accuracy of the added financial value.

Tammy Mackenzie, Branislav Radeljic, Leslie Salgado et al.

This systematic review examines peer-reviewed studies on application of GPT in business management, revealing significant knowledge gaps. Despite identifying interesting research directions such as best practices, benchmarking, performance comparisons, social impacts, our analysis yields only 42 relevant studies for the 22 months since its release. There are so few studies looking at a particular sector or subfield that management researchers, business consultants, policymakers, and journalists do not yet have enough information to make well-founded statements on how GPT is being used in businesses. The primary contribution of this paper is a call to action for further research. We provide a description of current research and identify knowledge gaps on the use of GPT in business. We cover the management subfields of finance, marketing, human resources, strategy, operations, production, and analytics, excluding retail and sales. We discuss gaps in knowledge of GPT potential consequences on employment, productivity, environmental costs, oppression, and small businesses. We propose how management consultants and the media can help fill those gaps. We call for practical work on business control systems as they relate to existing and foreseeable AI-related business challenges. This work may be of interest to managers, to management researchers, and to people working on AI in society.

Ruiming Min

This study examines whether the tariff policies delivered on promises to revitalize American manufacturing and create jobs. Using county-level business application data from 2018-2025, we analyze the relationship between tariff implementation and new business formation through linear regression analysis. Our findings reveal a statistically significant positive association between US tariffs on China and American business applications. However, when Chinese retaliatory tariffs are included in the analysis, their negative coefficient substantially exceeds the positive US tariff effect, suggesting that retaliatory measures largely offset the benefits of protectionist policies. Control variables including inflation rate, federal funds rate, and government spending show significant positive effects on business formation. These results indicate that while protectionist trade policies may stimulate domestic business formation, their effectiveness is significantly diminished by retaliatory responses from trading partners. The study provides evidence that unilateral tariff measures without diplomatic coordination produce limited net benefits, confirming that trade wars create scenarios where potential gains are neutralized by counteractions.

Maria Claudia Alves Guimarães

The aim of this article is to discuss the recent changes in scenic dance in Brazil. Until the beginning of the 2000s, scenic dance was primarily practiced by middle class white dancers, whereas more recently there is a greater representation of Afro-Brazilians and socially less privileged people who come from the outskirts of cities (periferia). The author argues that this change of paradigm is happening due to cultural policies implemented by local governments, as they attempted to provide entertaining and creative activities to help diminish violence in large urban centers, starting in the 1990s. Since these cultural policies have been developing and increasing during the last twenty years, and taking into consideration the issues of decolonialization present in the broader panorama of Latin America, this article’s goal is to discuss the growing presence of artists and dance collectives addressing ethnic and social issues in their work in an attempt to challenge established hegemonic values. In order to accomplish this task, the author refers to social theories related to decolonialization and marginalized communities of the periphery as established by various theoreticians, including Frantz Fanon, Milton Santos, Stuart Hall, Boaventura de Souza Santos, Walter Mignolo, and Anibal Quijano.

Martín Cedrés Silva

Resumen

Jannis Kiesel, Elias Grünewald

Ever-increasingly complex business processes are enabled by loosely coupled cloud-native systems. In such fast-paced development environments, data controllers face the challenge of capturing and updating all personal data processing activities due to considerable communication overhead between development teams and data protection staff. To date, established business process management methods generate valuable insights about systems, however, they do not account for all regulatory transparency obligations. For instance, data controllers need to record all information about data categories, legal purpose specifications, third-country transfers, etc. Therefore, we propose to bridge the gap between business processes and application systems by providing three contributions that assist in modeling, discovering, and checking personal data transparency through a process-oriented perspective. We enable transparency modeling for relevant business activities by providing a plug-in extension to BPMN featuring regulatory transparency information. Furthermore, we utilize event logs to record regulatory transparency information in realistic cloud-native systems. On this basis, we leverage process mining techniques to discover and analyze personal data flows in business processes, e.g., through transparency conformance checking. We design and implement prototypes for all contributions, emphasizing the appropriate integration and modeling effort required to create business-process-oriented transparency. Altogether, we connect current business process engineering techniques with regulatory needs as imposed by the GDPR and other legal frameworks.

Ankolika De

WhatsApp has become a pivotal communication tool in India, transcending cultural boundaries and deeply integrating into the nation's digital landscape. Meta's introduction of WhatsApp for Business aligns seamlessly with the platform's popularity, offering businesses a crucial tool. However, the monetization plans pose challenges, particularly for smaller businesses, in balancing revenue goals with accessibility. This study, employing discourse analysis, examines Meta's infrastructuring of WhatsApp in India, emphasizing the dynamic interplay of technological, social, and cultural dimensions. Consequently, it highlights potential power differences caused by the deployment of WhatsApp for Business followed by its gradual but significant modifications, encouraging scholars to investigate the implications and ethics of rapid technological changes, particularly for marginalized users.

Reetta Ghezzi, Sanni Marjanen, Teemu Laine et al.

Many public organisations procure a substantial amount of goods and services from in-house companies. When providing their goods and services, those companies are supposed to fulfil objectives set for them and for the wider entity, including in particular cost-effectiveness. This paper examines the performance of selected in-house companies both by analyzing the externally reported financial performance (top-down) and analyzing the internal operations and related performance (bottom-up). Based on the analysis, it is discussed, 1) how the in-house companies fulfil their assigned tasks as publicly owned entities and 2) how these in-house companies and their performance should be controlled by public bodies. Methodologically the paper takes advantage of two cases of accounting companies: one publicly owned in-house company and another private company. As a conclusion, in this case top-down analysis reveals inefficiencies which are further explored via bottom-up analysis. In this case, privatization leads to enhanced business performance.

Jaehoon Choi

This paper will introduce the creative process of the project Drifting (2022), a recent sound art performance piece of the Brushing Series. The process of this work involves an organic integration between the design/making of technological medium and embodied experimentation, which forms a constant feedback loop between the two of them. This will be discussed from the notion of affordance and embodied musical practices. Furthermore, this paper will suggest the integration between those two as a compositional approach that can be effective when utilizing technological medium and gestural expressions.

Merje Laiapea

An audiovisual reflection that seeks to decode the powerful sound-image relationship in the music art video Truth by Kamasi Washington and AG Rojas. Through a multimodal approach the essay explores forms of frequency and the video's affective impact.

Diederik Aerts, Jonito Aerts Arguëlles

For two decades, the formalism of quantum mechanics has been successfully used to describe human decision processes, situations of heuristic reasoning, and the contextuality of concepts and their combinations. The phenomenon of 'categorical perception' has put us on track to find a possible deeper cause of the presence of this quantum structure in human cognition. Thus, we show that in an archetype of human perception consisting of the reconciliation of a bottom up stimulus with a top down cognitive expectation pattern, there arises the typical warping of categorical perception, where groups of stimuli clump together to form quanta, which move away from each other and lead to a discretization of a dimension. The individual concepts, which are these quanta, can be modeled by a quantum prototype theory with the square of the absolute value of a corresponding Schrödinger wave function as the fuzzy prototype structure, and the superposition of two such wave functions accounts for the interference pattern that occurs when these concepts are combined. Using a simple quantum measurement model, we analyze this archetype of human perception, provide an overview of the experimental evidence base for categorical perception with the phenomenon of warping leading to quantization, and illustrate our analyses with two examples worked out in detail.

Ahmad Kamal Basyah Sallehuddin, Abdul Walid Ali, M. Hamizan

Puan Sri Datin Amar Salmah Ismail, known professionally as Saloma, is Malaysia’s own Biduan Negara. Even though most people today recognised her as the significant other of Tan Sri Dato’ Amar (Dr) P. Ramlee, Saloma’s popularity as one of Malaysia’s prominent singers is undeniable. However, given her position as Biduan Negara of Malaysia, the documentation of her legacy has reflected anything but, and this article aims to explain the problems plaguing efforts to properly document Saloma’s legacy. The list of recordings has been incomplete for years, even though attempts were made to fortify her legacy by re-releasing her recordings after her demise. Her participation on television programmes and radio recordings were also not properly documented. Her vast collections of couture have been in the storage for almost 30 years, and only a handful of attires were exhibited to the public. At the same time, her handful of appearances on films are still accessible, even though some of her earlier films are unsalvageable. Serious efforts must be taken to properly document Saloma’s legacy, as Biduan Negara is not just an ordinary title for a singer who contributed so much to Malaysia’s arts. Introduction Biduan Negara Puan Sri Datin Amar Saloma, or her real name Salmah Ismail, was born on January 22, 1935, in Pasir Panjang, Singapore. She started singing professionally at the tender age 13, under the tutelage of her stepfather, Mum Yusoff, a keroncong musician. Mum introduced Salmah to his colleagues at Radio Malaya; on a fateful day, when Rokiah Wanda, International Journal of Academic Research in Business and Social Sciences Vol. 1 1 , No. 1, 2021, E-ISSN: 2222-6990 © 2021 HRMARS 98 a renowned singer at that time, failed to appear at the scheduled broadcast for Radio Malaya, young Salmah was asked to fill in, and a young star was born. She made more singing appearances with Radio Malaya’s in-house orchestra; alas, her singing career did not take off as what she had wanted, so she accepted an offer from Nusantara Film Productions Limited. As a film actress, Salmah appeared in a number of films, such as Pelangi, Perkahwinan Rahasia, Chinta Murni, Norma, and Sesal Ta’ Sudah. After she gave birth to her only child in 1953 (and subsequent divorce from her first husband, A.R. Tompel), Salmah joined a performance troupe and toured Sarawak, Brunei and North Borneo. Upon her return, Salmah was offered a recording deal from Pathe Company (an EMI subsidiary). Her first recordings were “Pandang Kasih” and “Jika Tak Berjumpa”. Under Pathe, Salmah began to release more hit records, such as “Burong Ponggok”, “Senyuman Ta’ Berbalas”, “Jauh Malam”, “Menanggung Rasa”, “Hujan Lebat” and “Inang Baru”, her first cooperation with the legendary P. Ramlee, who would later marry her in 1961. In the 1960s, Saloma’s popularity soared to a higher echelon; she still recorded for EMI Singapore (rechristened from Pathe, and remain signed to the company until 1977) and appeared in Seniman Bujang Lapok. She relocated to Kuala Lumpur, and released more hit recordings such as “Biarlah Aku Pergi”, “Selamat Pengantin Baru”, “Bila Larut Malam”, “Bunga Tanjong”, “Yang Di Tunggu Tak Tiba” and “Aku Dia Dan Lagu”. Meanwhile, she continued to act in films (Sabaruddin Tukang Kasut and Ahmad Albab), this time under Shaw Organisation’s Setudio Merdeka. Simultaneously, she became a regular performer on both RTS (in Singapore) and RTM, appearing in TV programmes such as Istana Pesta, Kalong Senandong, and Konsert Perdana Bersama Orkestra RTM. After the tragic passing of P. Ramlee in 1973, Saloma returned to recording 1974 after a lengthy period of grief and depression that took a toll on her health; she released Airmata Di Kuala Lumpur and Sesudah Suboh in the same year. The former contained P. Ramlee’s final composition (the title track) and their final duet, “Uda Dan Dara”. In 1975, she released Kelohan Saloma, her final album for EMI; she also appeared in her weekly programme on RTM, Saloma Show, and continued performing with Orkestra RTM. In 1978, SENIMAN awarded Saloma with the honourable title “Biduan Negara”; at this time, Saloma rarely made public appearances as she was secretly battling blood cancer. In 1981, she released her final album Biduan Negara Saloma, this time under the independent company Indra Rekod. It was reported that Indra Rekod gifted Saloma a red Mitsubishi Colt and $20,000.00 in cash when she agreed to be the first signee of the Bumiputera company, thus turning this into the most lucrative recording deal at that time. After a long battle, she succumbed to her illness (reported as liver failure associated with jaundice) on April 25, 1983 and was buried at the Jalan Ampang Muslim Cemetery. In this paper, the authors identified and grouped the many facets of Saloma’s legacies as a singer, an actress and a fashion icon, and later distinguished and explained how her full legacy had been overlooked and went underappreciated, even though some efforts were taken to appreciate her commercial recordings. Related Works For a legendary singer of her stature, Saloma could be considered as the counterpart of a number of renowned international singers, such as Ella Fitzgerald, Peggy Lee, Doris Day, to name a few. Unfortunately, unlike Fitzgerald, Lee or Day (where their respective legacy has been treasured and celebrated in their home country), Saloma’s contribution to the performing arts and music industry in this country has been anything but properly documented, appreciated and upheld. As the legally wedded spouse of the late Tan Sri Datuk Amar (Dr) P. Ramlee, she was automatically allotted (albeit posthumously) the honorary title International Journal of Academic Research in Business and Social Sciences Vol. 1 1 , No. 1, 2021, E-ISSN: 2222-6990 © 2021 HRMARS 99 “Puan Sri Datin Amar”, but nothing else. For the record, the 5th Yang di-Pertuan Agong, AlSultan Al-Mu’tassimu Billahi Muhibbuddin Tuanku Al-Haj Abdul Halim Mu'adzam Shah ibni Almarhum Sultan Badlishah bestowed the honorary Ahli Mangku Negara to Saloma in 1974. As previously mentioned, Saloma was recognised as “Biduan Negara” by the Persatuan Seniman dan Seniwati Malaysia (SENIMAN) in November 1978. After her passing, a minor road off Jalan Ampang and next to Menara Public Bank was rechristened as “Jalan Saloma”, and in 2020, a pedestrian bridge connecting Lorong Raja Muda Musa 3 in Kampung Baru and Jalan Saloma was christened as “Saloma Link” (or “Pintasan Saloma”). A project commissioned by Kampong Bharu Development Corporation, the scenic 370 metres bridge illuminated with colourful LED lights is currently a popular spot among local tourists for its “Instagrammable” feature, especially after the ease of Movement Control Order. In the past, a local businessman, Tan Sri Syed Yusof Syed Nasir opened a fine dining restaurant named Saloma Bistro and Theatre Restaurant, which was strategically located on Jalan Ampang. Opened in 2003, it was named in honour of Saloma; alas, the aforesaid fine dining restaurant closed down in 2017 due to land lease agreement issues. More recently, her niece, actress and director Melissa Saila produced a two-part biopic, Saloma: Mencuri Guruh and Saloma: Pandang Kaseh, which was aired exclusively on Astro channels. Featuring award-winning actress Nabila Huda as Saloma, this biopic was embroiled in a controversy when the family members of Saloma’s first husband, the late A. R. Tompel (a celebrated comedian and director), were exasperated with the way Tompel was portrayed in Saloma: Mencuri Guruh. Another project was completed by retro singer Ahmad Fauzee Samad, who published a coffee table book entitled Saloma. The book, which covered Saloma’s career from the beginning until 1959, was published in 2011 by Fauzee’s own company, AF Cendana Sdn. Bhd. A second volume of the book is currently at works. Other than that, it is best to say that appreciation to Saloma’s legacy has been far and in between. Saloma’s Recordings: EMI Singapore and Indra Rekod In 1954, after a few years of performing prolifically in radio shows, funfairs and nightclubs, Saloma recorded her first songs for Pathe Company, an EMI Records subsidiary originated from Britain. She released her debut album (in an SP, 78 rpm record format), with two songs: “Pandang Kaseh” (written by Rahmat Ali and Ismadi) and “Jika Tak Berjumpa” (written by S.Hussein Bagushir and Wan Chu). As her popularity increased, Saloma began to record more frequently; all these recordings were released in the usual SP, 78 rpm record, or a compilation album featuring other singers contracted under Pathe Company such as Abdullah Chik, Normadiah, Nona Asiah, P. Ramlee, Lena, Julia, Zeera Agus (or Zaharah Agus) and R. Azmi, to name a few. It wasn’t until 1957 when Parlophone, another EMI subsidiary, released her debut full-length 10-inch vinyl LP record entitled Dendang Saloma (Saloma Sings), featuring songs such as “Inang Baru”, “Putus Harapan”, “Hujan Lebat”, “Lenggang Kangkong Bharu” and many others. Saloma consistently released albums in the aforesaid format, unlike her counterparts. Alas, it is not known how many albums Saloma had released in the first 10 years of her career, as EMI Malaysia Sdn Bhd, the local distributor of artists signed to EMI Singapore Pte Ltd., was only established in 1966, thus the non-existent of proper documentation. Once EMI opened a local branch in Kuala Lumpur, the system of documenting album releases was more systematic and reliable. Throughout the 1960s, Saloma’s songs were released in SP, EP (containing 4 songs; this was the most popular format that most recording companies used to release songs from Malaysian and Singaporean singers), and LP. It wasn’t until when EMI International Journal of Academic Research in Business and Social Sciences Vol. 1 1 , No. 1, 2021, E-ISSN: 2222-6990 © 2021 HRMARS 100 Malaysia began to seriously cataloguing all albums that Saloma’s list of albums was documented, alas m

Andreas Schlegel, Clemence Debaig, Daniel Strutt et al.

A Goldsmiths based AHRC funded project within the ‘Tackling the Impact of COVID-19’ UKRI call. In collaboration with LASALLE College of the Arts Singapore, Akram Khan Dance Company, and Target3D. In this experimental test session recorded in July 2020, two dancers, one in London, and one in Singapore, are dancing together, but virtually, each wearing an inertial sensor motion capture system. Live and pre-captured dance data was streamed from a dancer in a similar studio space in LASALLE college in Singapore, some 6700 miles away, with barely noticeable delay or latency. Although with occasional technical glitches, including magnetic interference with the suit, this raw footage operates as proof of concept, and a suggestion of what is to come in the next iteration of our research. We position this research practice within a historical and theoretical problematic of networked or ‘distributed performance’ and of telepresence, telematics, and virtuality in dance practice. It is not about recreating the live experience – of ‘being there’ – but rather finding forms of meaningful connection, engaged interest and attention in a digital medium which is decisively and qualitatively different.

Giorgio Zimann Gislon

Os traumas de guerra condicionam corporal e psiquicamente os sujeitos a retornarem repetidamente a eles em revivências corporais, seja em sonhos, seja quando lembram dos acontecimentos da guerra. A partir da teoria psicanalítica dos traumas de guerra e de trechos de cenas de Campo Minado de Lola Arias, neste artigo, mostramos que escutar traumas de guerra no palco demanda uma disponibilidade da direção da cena e dos espectadores em perceber que o real traumático se apresenta precisamente nas pausas, nos silêncios, no momentos em que os atores cessam de dizer. Palavras-chave Atores Não Profissionais. Guerra das Malvinas. Minefield. Teatro Documentário.  Teatro do Real.

Amin Beheshti, Boualem Benatallah, Hamid Reza Motahari-Nezhad et al.

In modern enterprises, Business Processes (BPs) are realized over a mix of workflows, IT systems, Web services and direct collaborations of people. Accordingly, process data (i.e., BP execution data such as logs containing events, interaction messages and other process artifacts) is scattered across several systems and data sources, and increasingly show all typical properties of the Big Data. Understanding the execution of process data is challenging as key business insights remain hidden in the interactions among process entities: most objects are interconnected, forming complex, heterogeneous but often semi-structured networks. In the context of business processes, we consider the Big Data problem as a massive number of interconnected data islands from personal, shared and business data. We present a framework to model process data as graphs, i.e., Process Graph, and present abstractions to summarize the process graph and to discover concept hierarchies for entities based on both data objects and their interactions in process graphs. We present a language, namely BP-SPARQL, for the explorative querying and understanding of process graphs from various user perspectives. We have implemented a scalable architecture for querying, exploration and analysis of process graphs. We report on experiments performed on both synthetic and real-world datasets that show the viability and efficiency of the approach.

R. Nabokov

The aim of this paper is to highlight the essence and features of the skill of the host of the event project, as well as to clarify the concept of “image” as a component in creating an individual image of the host in order to succeed in career growth, communication with the audience. Topicality. With the development of the creative industry and the expansion of various forms and types of art projects and shows, there is a growing need for professional presenters who must have brilliant skills of communication with the audience and improvisation, behavior, personal image improvement. Therefore, the skill of the presenter constantly needs to improve and master new opportunities, both personal and professional. It is here that you can see the relevance of this research topic. Research methodology The purpose and objectives of this study determine a comprehensive approach to the choice of research methods. The main ones are: observation, which helped to analyze the moral and ethical aspects of the image of the host of events; comparison of requirements for professional leaders of other categories. The historical method is used to analyze phenomena in the process of their occurrence and in the dynamics of the development of the art of entertaining. A systematic approach to the study made it possible to comprehensively consider the phenomenon of leading events. Results. Several categories of presenters are considered, which differ from each other in style and genre of work, personality of the image and the audience to which the presenter’s attention is directly directed. The work of the entertainer as the main chain in the concert program is analyzed. It is determined that not only personal characteristics are needed for the formation of components, namely: image — external: hairstyle, appearance, clothing, cosmetics, etc., internal: character, attitude to work, attitude to the professional level, etc. It is proved that the conference is divided into five parts, namely: introduction, business news, interludes, the host’s own number and the end of the conference and concert. It was found that a specific feature of the host’s work is the ability to conduct interesting and dynamic competitions-games with the audience. It is noted that high-quality event management depends on good work and skill of the presenter, because the working conditions and performance of tasks, sometimes leads to an integral part of the competence. Novelty. The scientific novelty of the research is the expansion of ideas about the specifics of the work of a presenter in the field of modern performing arts. The analysis of the development of the art of the presenter, its structure, categories and characteristics gives the chance to understand features of a profession of the presenter in a modern society, and also to define prospects of its development. Practical content. Prospects for further research in the field of studying and forecasting trends in the event industry, laying the foundations for further theoretical research in the field of mass forms of dramatic art on the example of modern art practices.