The Austrian scene differs greatly from the one in the Anglo-American region. Even the difference to the neighboring country Germany is a significant: the scene in Austria is dominated above all by fashion bloggers and to a lesser extent there are lifestyle and food bloggers; Austrians are considerably less oriented towards technical and political blogs. The most prominent and popular example probably is "Stylekingdom": this has been the most famous Austrian fashion site for quite some time and has been maintained since 2007. This page presents information about jewelry and fashion collections regularly. In addition, selected advertisements might be placed there which is of interest to companies because of the considerable reach of this site. "Mangoblüte" is one of the most popular luxury fashion blogs in Austria. Backed up with beautiful photos, the blog offers insight into a luxurious life by also displaying travelling in luxury resorts, eating in the best restaurants in the world and a private room that serves as a closet. Given the ubiquitous nature of the internet, American sites are also easily accessible to Austrians. One famous example is the site "The Style Rookie" which is mainly devoted to fashion. In the presentation additional examples will be presented and some comparisons will be undertaken

• Udo Wagner(University of Vienna)