Etmaal 2025 in Bruges, organised by KU Leuven’s Department of Communication Science
The 27th edition of the Etmaal van de Communicatiewetenschap (“24 hours of Communication Research”) took place in Bruges on February 3 and 4, 2025. Due to the expected number of participants, the organising Department of Communication Science at KU Leuven had to leave its home town. After exploring Ostend, Mechelen and Genk, the new BMCC building in Bruges came into view: excellently equipped and within walking distance of the railway station and the city centre. In short, a sustainable choice.
The theme of the conference was “Media and Well-being”, a timely and significant topic for both research and practice, as it addresses issues in the workplace where education and research need to intersect. Jacqueline Smit gave a well-attended keynote speech during the opening ceremony. She is currently leading change processes at NOS Sport, following revelations of abuse in the workplace. She was given a similar task at the Flemish public broadcaster VRT, where she joined the board when a series of incidents involving abuse of power occurred.
Over 360 abstracts were submitted by researchers from Flanders, the Netherlands and a number of other countries. The NeFCA divisions of media psychology (53) and political communication (53) received the highest number of submissions, with the conference theme coming in third (43). Given the strong psychological angle of the theme, psychology has become a central focus for many communication and media scholars.
343 papers were finally included in the programme, preceded by four pre-conferences and complemented by three panels and two workshops. The organizing team also gave posters a prominent place in the program to encourage feedback. Early career researchers were able to present their research ideas during regular paper sessions, allowing for an optimal exchange of ideas. This exchange was also possible during the coffee and lunch breaks and the big party that traditionally closes the first day.
A total of 502 participants came to Bruges on February 3 and 4, filling all available meeting rooms. The success of Etmaal has been a concern for the current organisers and is likely to be for future organisers. Finding a suitable location is not a given. When university buildings are no longer adequate and services have to be hired, costs rise. In addition, more abstracts and registrations mean more organisation. KU Leuven has a large communication science department with three new, well-functioning research labs – Media Psychology Lab, Media Culture & Policy Lab and Media, Information & Persuasion Lab – that have joined forces to organise the 2025 edition. This proved necessary to get everything organised, with many volunteers, division of tasks and coordinators to keep track of everything.
The Etmaal has become a key institution and a shared reference point for communication and media researchers in the Netherlands and Flanders. Many young researchers experience their first conference presentations at Etmaal, where the atmosphere is relaxed and the feedback constructive. The social program also provides an opportunity for participants to connect informally. As organizers, we are proud to have contributed to making this experience possible in 2025, under conditions that were as close to optimal as possible.
Baldwin Van Gorp and Yana Borgonjon, coordinators of Etmaal 2025, and all their colleagues from the Media Psychology Lab, the Media Culture & Policy Lab and the Media, Information & Persuasion Lab, who have put their shoulders to the wheel of this initiative.
Photo credit: Paulina Januszewska