The present study analyzes the image that adolescents from the tenth and eleventh educational level have towards Austrian agriculture. The students are categorized into two groups, those with a direct relationship with agriculture and those without. The first group of students attends agricultural secondary schools, and have for the most part, grown up on a farm („rural“ youth). The second group are students who are attending general grammar schools („urban“ youth). The two research questions: 1. What kind of image do the youth of Austria have towards Austrian agriculture? 2. What differences are there between rural and urban youth? The matched hypothesis: 1. The youth in Austria has a rather positive image in regards to Austrian agriculture. 2. The image of the rural youth about the Austrian agriculture differs in the image of the urban youth. A questionnaire has collected data and has been evaluated via a semantic differential. This is completed by a factor analysis and a variance analysis. One result is that Austrian agriculture does have a positive image for both youth groups defined. However, there is a partial lack of interest and also a lack of knowledge from the urban youth concerning Austrian agricultural subjects. Therefore, both of the hypothesis can be accepted. According to the underlying theoretic model of the study, the image is positively affected by more information about agriculture on the one hand, as well as bridging the gap between urban and rural, by respectively creating a more direct relationship to agriculture. The next step is then for public and media relations to take action. Therefore, a top goal in agricultural communication should be to supply urban youth with simple, understandable, objective information about agriculture, as well as to create opportunities to restore the relationship between urban youth and agriculture.