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Plural-blogi

Head of Plural represents Tampere University in Tilburg

— olga.andreevskikh@tuni.fi

Summer is over, and it is now time we looked back at the exciting conferences and research events the pluralists attended in the spring term and over the summer. In a series of blog posts, our colleagues will be sharing their experiences of promoting their research outside of Finland, with the generous financial support of the Languages Unit. In this post, Head of Plural Research Centre, Prof Daria Dayter, talks about the conference that took place in the Netherlands in May.

The fifth international Approaches to Digital Discourse Analysis conference (ADDA5) took place in Tilburg, the Netherlands, from May 21 to May 23, 2025. Following previous conferences in Valencia (2015), Turku (2017), Florida (2021) and Klagenfurt (2023), ADDA 5 was organized and hosted by Tilburg University’s Department of Culture Studies in MindLabs, a digital knowledge hub in the city center.
The theme of the conference was discourse and digital infrastructures, including how platform architectures, algorithms, and monetization models shape online discourse. The keynote speakers included Alexandra Georgakopoulou (King’s College London, the UK), Taina Bucher (University of Oslo, Norway), Britta Schneider (European University Viadrina, Germany), and Payal Arora (Utrecht University, the Netherlands).
The image shows Prof Daria Dayter standing next to three academic colleagues
Prof Dayter with co-panelists
The conference papers were presented on five panels:
  • Panel 1: Influencer Discourse: Navigating the Spectrum from Positive to Negative Impact
  • Panel 2: From raising awareness to propaganda: influencing culture(s) on social media
  • Panel 3: Structuring queerness, queering structures: social media and LGBTQ+ identities
  • Panel 4: Imagining Visual Style: Prompts, Products, and Practice as Discursive Layers of AI Image Generation
  • Panel 5: Pragmatics of Language Variation in Digital Discourse
  • Panel 6: Mental Health Narratives in Digital Spaces: Platform-Specific Discourses and Interactions
  • Panel 7: Pathologising identities online: tactics, effects and counteraction
The image shows Professor Daria Dayter standing in front of the conference audience
Prof Dayter presenting her talk
Prof Dayter’s paper titled ‘Reimagining Influence: A Corpus-Assisted Analysis of Evolving Discourses about “Influencers” during Migration to BlueSky’ was presented as part of Panel 1, which she co-organised together with Dawn Archer and Frazer Heritage (Manchester Metropolitan University) and Sofia Rüdiger (FU Berlin).
The topics of other conference talks included digital infrastructures and digital discourse, conflict dynamics, attention economies, ideology and digital discourse, directive power of digital infrastructures, algorithmic power, fake news, influencer culture, digital discourse & politics, platformed interaction, digital propaganda, digital commodification, nationalism, provincialism, parochialism, (uses of) digital heritage, AI resistance and uptake, genre stretching and bending, transcontextual analysis online, and any other relevant topics related to digital discourse analysis.
We are very happy and proud about Plural having been represented by Prof Dayter at a conference of this scale and importance, and we are thankful to Prof Dayter for putting Plural’s name on the global map of discourse analysis research.

 

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