This book discusses the fashionable concept of identity in present-day hybridized mediascapes caracterized by ‘cultural mixes’. The ten articles present a variety of perspectives, some quite unorthodox. The main focus is on identity as it is discussed and debated by researchers in the Nordic countries, but some contributions lead us to Latin America and Africa, as well. To a certain degree, all the contributors advocate the return of place – or, rather, glocal elements in culture – in identity as it is reflected in the media.