Olsen, Dennis European Cultures in Business Communication (2025). Abstracts of the EUKO 2025 Conference: Storytelling -- The Power of Stories and Narratives in Business Communication and Media Discourses. In: EUKO Annual Conference 2025: Storytelling in Business Communication, 23-25 October 2025, London, UK.

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Abstract

Foreword:

Storytelling is one of the oldest and most powerful tools of human communication. It shapes how we understand the world, how we connect with one another and how we imagine what comes next. In business and media cultures, storytelling has evolved into a strategic
practice; one that moves beyond persuasion to foster emotional resonance, cultural relevance and ethical reflection.
The EUKO 2025 conference, held under the theme “Storytelling: The power of stories
and narratives in business communication and media discourses”, brings together scholars, practitioners and creatives to explore the mechanisms, meanings and futures of narrative in professional contexts. Over three days, the University of West London is proud
to host this jubilee edition of the European Cultures in Business Communication conference
– and to welcome it to London for the very first time in its history.
As a young and modern university, the University of West London strives to make a realworld difference through its education and research. Conferences like EUKO embody what we value most: dialogue across borders, collaboration between disciplines and the exchange
of ideas that lead to new insights and lasting partnerships.
With 32 presentations and over 70 speakers from across academia and industry – from Europe and beyond – EUKO 2025 offers a rich and diverse programme of insights, provocations and collaborative exchange. This abstract booklet captures the breadth of
contributions, from empirical research and strategic frameworks to experimental media
practices and conceptual provocations.
We hope this collection continues to inspire reflection and dialogue long after the conference itself; and that it serves as a testament to the enduring power of storytelling in shaping
cultures, brands and communities.

Professor Dennis Olsen
Conference Chair, EUKO 2025
University of West London

Item Type:	Conference or Workshop Item (Other)
Identifier:	10.36828/conf.319
Identifier:	10.36828/conf.319
Subjects:	Media Business and finance
Related URLs:	https://www.uwl.ac.uk/whats-on/euko-annu...
Date Deposited:	22 Oct 2025
URI:	https://repository.uwl.ac.uk/id/eprint/14196

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