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2nd Call for Papers

2nd Call for Papers - EUKO 2020 Aarhus University, Denmark

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

20th International and Interdisciplinary Conference of the Research Network „European Cultures in Corporate and Business Communication“ – “Europäische  Kulturen in der Wirtschaftskommunikation” (EUKO) 12. – 14.11.2020 in Aarhus, Denmark

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.


Topics in Advertising & PR in the digital age – boundaries, transitions, and new formats:

  • Mediality
  • Digitality
  • Social media
  • Multimodality
  • Conceptualizations
  • Language use
  • Rhetoric
  • Discourse
  • Genres
  • Ethics
  • Marketing 4.0
  • Culture
  • Co-creation
  • Monitoring
  • Influencers


Conference venue:

Aarhus University, School of Communication and Culture

Frederik Nielsens Vej 4, 8000  Aarhus C

Building 1421, Conference room M1


Organising committee:

Martin Nielsen and Marianne Grove Ditlevsen, Aarhus University

Anne Grethe Pedersen and Mads Christiansen, Aalborg University


Keynote speakers

  • Prof. Dr. Nina Janich, Department of Language and Literature, Technical University Darmstadt
  • Prof. Volker Markus Banholzer, Head of Technical Journalism/Tech-PR, Nuremberg Tech
  • Dr. Matthias Bextermöller, Business Administrator & Linguist, Executive Partner, Berichtsmanufaktur GmbH, Hamburg


Conference languages:

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


Conference fee:

DKK 1,200


Submission of abstracts:

Maximum 350 words and additional max. 5 references for 20 minute papers + 10 minute discussion until 5 August 2020 to EUKO2020@cc.au.dk.


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 (electronic registration form will be available on the conference website)
  • Conference date: 12 – 14 November 2020



The conference will take place in any case, irrespectively of the COVID-19 pandemic! If a traditional conference with physical presence should not be possible because of political or administrative restrictions, it will be held online. The Danish government and authorities are currently lifting restrictions that have been valid until now. The final decision on the format of the conference can therefore only be made when we know the restrictions valid for the time of the conference. If the conference will be held as a video conference, the conference fee will be reduced accordingly.