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EUKO 2020
Advertising and PR in the Digital Age – Boundaries, Transitions, and New Formats

Conference Information

Conference Date:
12-14 November 2020

Aarhus University, School of Communication and Culture
Frederik Nielsens Vej 4, 8000 Aarhus C
Building 1421, Conference room M1


Conference languages:
German and English (traditionally, most papers are given in German)

Conference fee (physical attendance):
DKK 1,200

Conference fee (online attendance):
DKK 300     

Important dates

  • Submission of abstracts: until 5 August 2020 to EUKO2020@cc.au.dk

  • Notification of acceptance or rejection of  abstracts: until 20 August 2020
  • Registration: beginning of September – 29 October 2020
  • Conference date: 12 – 14 November 2020

20th International and Interdisciplinary Conference of the Research Network „European Cultures in Corporate and Business Communication“ – “Europäische Kulturen in der Wirtschaftskommunikation” (EUKO)

The rapid development of communication technology and the increasing distribution and use of digital devices and solutions in the fields of advertising and PR influence in many ways how advertising and PR are handled and received. In addition, it influences the way we act and react as senders and receivers and how we perceive advertising and PR. Where advertising and PR begin and end can be unclear when media and textual boundaries are blurred, at least from a reception point of view.


These changes raise many questions concerning for example communicative, media-related, functional, linguistic, and ethical boundaries, transitions, and new formats; how do language use, multimodality, genres, contents, discourses, IT affordances/possibilities, reactions, and perceptions of advertising and PR activities develop in the digital age? These and other issues form the starting point for this conference - a forum for the presentation and exchange of new approaches, studies, and results from academic and business practice. We cordially invite contributors from both academia and industry. The focus will be on contributions from a communicative, linguistic, marketing-theoretical and sociological perspective, but contributions with other perspectives on advertising and PR in the digital age, such as economic, legal, and psychological approaches are also welcome. Of particular interest are presentations on the topics below, separately or in combination, but also studies on other aspects of advertising and PR in the digital age are possible and desirable as long as they relate to boundaries and their pluralization. Conference languages are German and English.


Because of the fluctuating numbers of corona infections and the accordingly changing recommendations and restrictions of the health authorities, this year’s EUKO conference is subject to less certainty in planning than would usually be the case. Because of that, it will be possible to attend the conference either physically in the traditional way or online via Zoom.

This means following:

If you attend the conference physically, the conference fee will be DKK 1,200. If you attend the conference online, the conference fee will be DKK 300.

The registration deadline for both attendance formats is Thursday, October 29th at 23.59 h.

Up to the deadline you may change your registration for physical attendance to online attendance and will have the difference (DKK 900) refunded. After the deadline has passed, you cannot have your registration for physical attendance refunded, unless the organizers cancel the physical conference because of external obligations of the Danish health authorities or university management. The online attendance fee cannot be refunded after the deadline has passed.

Obviously, the organizers hope that you will show up to the physical conference. But we also acknowledge if you prefer to attend the conference online because of health issues or planning issues.

Keynote speakers

  • Prof. Dr. Nina Janich, TU Darmstadt:
    „Wider die Vernachlässigung von Werbung als Stimme im gesellschaftlichen Diskurs“
  • Prof. Volker Banholzer, TH Nürnberg:
    „Technologie als Anstoß oder Antwort? Konvergenz von Marketing, Öffentlichkeitsarbeit und PR im Spiegel von KI-Lösungen in Rollen der (B2B)Unternehmenskommunikation“
  • Dr. Matthias Bextermöller, Berichtsmanufaktur GmbH, Hamburg:
    „Auf neuen Wegen zu den Stakeholdern – Über den Wandel in der Finanzkommunikation“

Organising committee

  • Martin Nielsen, Aarhus University
  • Marianne Grove Ditlevsen, Aarhus University
  • Anne Grethe Pedersen, Aalborg University
  • Mads Christiansen, Aalborg University