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We live in a rather fast moving time were even the smallest occasion is turned into an event with adventurous character. Who is deciding what is turning an activity into an event and which kind of characteristics mark an event as such? In this book I deal with this problem from a linguistic point of view by analyzing the internet discourse of 50 event management companies from English speaking countries. This gives insight into the phenomenon "event" as advertized good and at the same time reveals principles of modern society and their recovery in events.