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Call for Papers

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)

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

Conference fee:
The conference fee will be announced on the conference homepage shortly.

Submission of abstracts:
Maximum 350 words and additional max. 5 references for 20 minute papers + 10 minute discussion until 18 June 2020 to EUKO2020@cc.au.dk.


Important dates:

  • Submission of abstracts: until 18 June 2020 to EUKO2020@cc.au.dk
  • Notification of acceptance or rejection of  abstracts: until 30 June 2020
  • Early bird (reduced fee – please use the electronic registration form, which you will find on the conference homepage from spring 2020): 15 June – 15 September 2020
  • Standard registration: 16 September – 29 October 2020
  • Conference date: 12 – 14 November 2020