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About the programme
GPA 2019: All applicants admitted  
Language: Danish  | Place of study: Aarhus  |  Commencement: August / september


This programme is only offered in Danish.

Adventure, media, market and culture

Event culture is an interdisciplinary supplementary subject that deals with the identity, socio-cultural and aesthetic dimensions of the adventure culture and experience economy. As a student of event culture, you work on the interface between media, market and culture, and you examine culture in practice, especially pop culture. You also work with text analysis, study contemporary forms of cultural expression and new experience phenomena – both empirically and reflectively – and do practical work on small projects.


Disasters and royals

As a student of event culture, you become acquainted with many different theories used to analyse current cultural phenomena – including aesthetic analysis, text analysis, semiotics, media studies and the study of religion. You apply your analytical skills in contexts such as media events (royal weddings, disasters, the Olympic Games), tourism (theme parks, Holocaust museums, place branding) and young people’s forms of self-portrayal (fashion, reality TV and fan sites).

A foot in the door of the adventure industry

Studies of event culture are planned in such a way that you gain skills in working with the media, market and culture in practice. You have an opportunity to work on concrete projects in collaboration with the different adventure industries.

Questions about event culture

  • What role do the media and cultural events play in connection with the creation of a modern identity?
  • What do viewers get out of watching makeover programmes about people’s homes and appearance on TV?
  • What role does adventure play in the tourist industry and how do you create an experience?
  • How do you define branding? And how do you work with branding in practice?

“After working with Joyce, Dante and Dostoyevsky, I had to critically analyse a programme called Life is Great and media events like the Danish royal wedding. How did the media portray the wedding and how was it received by the population? When you study event culture, you can forget all your fancy ideas and thoughts about what might be ‘academically correct’ to work with.”
- Maja Klausen, Master’s degree student of comparative literature and event culture.

“Event culture is a combination of subjects that try to investigate and analyse trends within culture, market and identity. By applying both macro and micro perspectives, students gain an insight into how humans behave in a world that is getting both bigger and smaller at the same time, as a result of globalisation. You are constantly encouraged to contemplate the world from perspectives other than your own and thus learn to look beyond your own culture when you – as an individual – are dealing with other people.”
- Thomas Sørensen, Master’s degree student of media studies and event culture.

Admission requirements

In order to be admitted to a supplementary subject, you have to be enrolled in a bachelor’s degree programme at a Danish university. Furthermore, the academic regulations of the bachelor’s degree programme have to allow for a combination with a supplementary subject.

You also have to meet the admission requirements for the supplementary subject in question. You can familiarise yourself with the requirements on the Danish version of this page by clicking on Danish in the top right corner.

Read more about admission to supplementary subjects.

Academic regulations

As a student it is important to know the regulations for the chosen supplementary subject: what is the content, how is it structured and what does it require from you.

You can find this information in the academic regulation for the bachelor’s supplementary subject:


In the following graphical presentation of the subject you can see the different modules and courses that, in addition, link to the course catalogue where you can read the course descriptions.

Structure bachelor


Student life

The academic environment

Event culture is an interdisciplinary supplementary subject that adds sociological, religious and marketing economy aspects to the traditional humanistic field. In this supplementary subject, you therefore meet teachers from the Scandinavian Institute, the Institute of Aesthetic Studies, the Department of the Study of Religion, Business and Social Sciences and from the Copenhagen Business School. You also meet representatives from the worlds of culture, sport, the media and consultancy. Two conferences – one large and one small – are held during the two semesters, and these make up a vital part of the academic aspects of the supplementary subject. Event culture is an interdisciplinary subject, with students from many different humanistic disciplines, who are creative, active and full of good ideas. To a large extent, you are therefore able to influence the academic environment in event culture studies. The subject is still under development and academic initiatives are in the pipeline (development of a web site, newsletter initiatives and specific approaches regarding the local cultural and business communities).

Forms of teaching

The form of teaching encourages project work, collaboration and practical introductions to different industries. The teaching is a combination of classroom lessons, group work such as field studies, brief verbal presentations, short written assignments, project presentations, theme workshops and seminars with international speakers. During the second term of the supplementary subject, you go on a study tour to a European adventure centre.

Social environment

As a student of event culture, you spend every day at the Nobel Park along with students of many languages, philosophy, the history of ideas and psychology. You can use the Nobel Park library, the excellent study areas and the many levels in the canteen, as well as the building’s small group rooms for academic or social meetings. We organise a festive social and academic introduction to the supplementary subject and a small study tour during the first term to help students get to know each other.

Follow the student life at Aarhus University

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With thousands of pictures #yourniversity gives insight into the everyday life as a student at AU; the parties, procrastination, exams and all the other ways you’ll spend your time at university.


The photos belong to the users, shared with #Yourniversity, #AarhusUni and course-specific AU-hashtags.


Job profile

You can use the supplementary subject in event culture to find work in the following sectors:



  • Public and private cultural institutions
  • Advertising, media and entertainment industries
  • Tourism
  • Communicating cultural heritage via adventure
  • The leisure sector in general
  • Event management

Competence profile

The supplementary subject in event culture gives you the following skills:



  • The ability to carry out cultural analyses of pop culture phenomena in local, national and global contexts.
  • The ability to work with text analysis and use a practical and empirical approach to different media and genres.
  • The ability to determine complex and dynamic relationships between markets, media, cultures and users.
  • Knowledge of different adventure fields and the ability to work critically and creatively in these areas.
  • The ability to collaborate with others in project or problem-oriented situations regarding the cultural analysis of different events, user experience of these events and experience-oriented marketing of such events.