In February 2007, the blog wortgefecht.net began reporting on current developments in the internet and its impact on the media world. From a Swiss perspective, it examined the media transformation and the changing online culture that emerged with the rise of Web 2.0 and later social media. What started as a hobby increasingly became a platform that reflected not only the author's personal interests but also his professional transition into the IT industry. The social web as a tool for marketing and communication became the focus, although the topic of online culture never completely faded from view. In 2013, the author took the leap into self-employment and has since primarily blogged about the use of social software in companies. This book now gathers a selection of the best contributions to online culture.