Stable Cultures in Cyberspace

In recent years, questions about horse-keeping and the welfare of horses have been debated in social media. Voices of researchers, elite and leisure riders are heard and different ideas about horse-keeping meet, clash and are discussed. The purpose of this study is to analyze stable cultures in cyberspace in Sweden and Norway. Horse riders’ communication in social media in relation to horse-keeping will be focused. The results will increase the knowledge of how thoughts, ideas, scientific research and proven experience about horses are shared and discussed in social media for different age groups and in different countries. The project will also lead to suggestions about how communication tools can be improved and developed. For equestrian stakeholders, it is important to understand what knowledge is granted value (and why) of riders and horse owners, so that digital communication tools can be improved. For the welfare of horses, it is important to bridge the gap between research and practice