The third edition of the International Conference “Communication in Action: From Theory to Practice and Back – The Impact of Technological Advancement on Communication: Updating Theory and Practice”

Professional communication has always been profoundly influenced by the media that hosted it. With every technological progress that brought significant changes to society, the work of communication specialists also changed, most of the times becoming increasingly complex. But journalists, PR and advertising specialists often went beyond the act of responding to technological innovations: they often initiated the development of new media formats, often as a consequence of their search for vehicles that would best fit their (clients’) communication needs. Moreover, the contents created by journalists, PR specialists and advertisers often influenced public perceptions regarding the new technologies. Had the media not been on their side, technology firms would have had a considerably more difficult mission in building their products’ appeal and acceptability in the eyes of the audience.

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