HESTEFORSK: Stable Cultures in Cyberspace. The purpose of the project is to analyse stable cultures in cyberspace in Norway and Sweden.

In recent years, questions about human-horse relation, 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. Our survey is based on responses from 1650 riders of different ages and with different amounts of experience. In a nutshell, we can summarize the results with the fact that, like many others in Sweden and Norway, they are regular users of social media platforms. FB is the platform most people use. When it comes to how they look for information about horses and riding, a larger proportion state that they use the Internet more generally than social media platforms for this information. But it is important to remember that a majority of respondents still state that they use the platforms for information about horses and riding, and that it is likely that the respondents underestimate their use. The proportion who use social media also differs depending on the type of information sought. When it comes to training, there is generally a larger proportion who use the social media platforms than when it comes to injuries and illnesses. At the same time, they problematize their use by saying that they do not think it is entirely easy to determine whether the information that appears on the platforms is correct. When asked why they use these platforms, the riders answer that the information is easy to access. They also like to take part in different experiences and different "voices". This is interesting if you think you would build a digital platform for horse knowledge. Simply posting research-based advice might not be enough. It is likely that a better strategy would be to problematize the advice and to address things that are not right, but to problematize this as well. Maybe it is also the opportunity to be able to discuss with others, which attracts more than just consuming? If you have any questions about the project - please contact aage.radmann@nih.no

Prosjektet har bidratt til en større forståelse av hvordan kunnskapsformidling skjer på sosiale medier. Gjennom dialog med ulike aktører innenfor hestenæringen og utdanningsinstitusjoner som tilbyr heste-utdanninger har forskningsresultatene gjorts tilgjengelige og anvendbare, både for næringen og for utdanningsinstitusjonene. Prosjektmedarbeiderne har gjennomført work shops og forelesninger for ulike grupper elever og studenter i Norge og Sverige. Prosjektet har økt det tverrfaglige samarbeidet mellom Norge og Sverige samt bidratt til en å skape ett større internasjonalt samfunnsvitenskapelig og humanistisk heste-forsknings nettverk.

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 in cyberspace. Questions concerning the horses’ head-neck position, how hard a noseband shall be tightened, the heat control of horses and their need for quilts, the position of bits in the mouth of a horse, horses’ dental care and various methods to cure horses’ diseases are discussed on internet. The debates in social media do not stop there. They affect and are integrated in horses’ and peoples’ everyday lives and norms and standards for horse-keeping are formed and legitimised in this interaction. Social media can be a great resource for horse-enthusiasts. Yet, it is also likely that social media contain incorrect information that may cause riders to doubt and, in worst case, abstain from scientific advice or proven experience. It is important that those who are involved with horses attain knowledge based on research and proven experience – there is a risk that advices given in social media are ineffective or even dangerous for horses and riders. For the welfare of horses, it is imperative to bridge the gap between research and practice. In order to succeed, it is crucial to investigate how norms for horse-keeping and the welfare of horses are produced, consumed and given value on Internet. In this project these norms are conceptualized as stable culture and the purpose of the project is to analyse stable cultures in cyberspace in Sweden and Norway.