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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


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

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 – 5 November 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 rapidly increasing number of infections in Denmark, personal gatherings are now basically restricted to ten persons. University management supports these societal initiatives to limit the spread of the pandemic.

Therefore, the EUCO conference will now be held entirely online.

We regret that we can’t meet those of you in person who would have been willing to come to Aarhus in spite of the restrictions. But we rest assured that the virtual format will not affect the interesting and promising presentations and that it will be a forum of lively scientific exchange all the same. 

If you should have registered for the physical format already, the difference in the conference fee be refunded.

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