The purpose of the project is to analyse stable cultures in cyberspace in Sweden and Norway. In recent years, questions about the welfare of horses have been debated in social media and norms for horse-keeping are created on Internet. In this project, these norms are conceptualised as stable cultures. Whether stable cultures vary with age, gender and riding experience is investigated. First, norms will be mapped out using a survey. Second, information on horse-keeping and the welfare of horses on sites used by riders will be analysed. Third, riders are interviewed to deepen the analysis and create an understanding of how and why certain information is granted value. For the welfare of horses, it is important to bridge the gap between research and practice. Therefore, the project will lead to suggestions about how digital communication tools can be improved and developed.