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The borders between the media genres journalism and information or PR are blurring, and this development is especially noticeable among freelance journalists. How does this affect freelance journalists, particularly their ethical reasoning? Thirteen interviews with freelancers living in a peripheral northern county in Sweden were analyzed, using a combination of discourse analysis and narrative theory methods and a virtue ethics theoretical framework. It was found that 11 out of 13 informants worked occasionally or regularly with information-type assignments. To sustain the informants' professional roles and selfidentities of integrity and impartiality, having boundary settings between, first, information/PR and journalist roles and, second, information and journalist type assignments was crucial. It was evident that individual ethics had replaced professional principles. The freelancers reflexively process media industry constraints, together with their everyday working conditions, in a situation where the ideals and norms of the profession constitute the background for their individual action ethics.

The article discusses recent developments in media culture through one case study: The L-word, the first television series narratively centered around lesbian and bisexual characters. The business discourse surrounding the series' production is examined together with the televised text itself and the merchandize connected to The L-word brand. The main research question is why lesbians, a target group previously deemed uninteresting by advertisers and international media conglomerates, have suddenly become demographically desirable. Media producers show increasing interest in the active audience, and encourage fans' own creativity, for example through social web 2.0 media productions and events, and intermedia storytelling. This is made possible through the televised text's discursive re-positioning of lesbian identities. The article argues that lesbian identity is a social construction and that it can be seen as an empty or floating signifier, which is filled with new meanings. It also analyzes the immersive online communities and various other merchandize connected to the series as an aspect of thingification, a process were the media is increasingly occupied with things and brands rather than stories and representations. The result is the branded lesbian, or the lesbian brand, which can be seen as an appropriation of lesbian identities.

The L-word is said to be the first commercial television drama that is narratively centered on lesbian characters. How is a queer audience, in this case eighteen lesbian, bisexual or queer identified Swedish women, interpreting a homonormative mainstream media text? This article aims to read the representation and reception of The L-word against freudian psychoanalysis and spectatorship theory’s splitting of identification and desire and a queer critique of these. It also discusses the lesbian sex scenes in the series through some viewers interpretations of them. In focus group interviews, viewers are identifying, counteridentifying, but mainly disidentifying with the text’s construction of lesbian identity. The theoretical concept disidentification is borrowed from José Esteban Muñoz, which is something in between identification and counteridentification. Subjects can enjoy but still not completely ”buy” the media text and its offered identities at large, in an ironic negotiated reading. The main aspects that viewers are not identifying with are class positions (upper middle class) and the glamourous surroundings and characters (not seen as typical for lesbians), something they saw as linked to ”american-ness” and US commercial TV. But before the viewing of the televised text, an earlier identification with lesbianism is made, even among the two heterosexually (but also somewhat queer) identified interviewees. Interviewees choose to identify with different characters, or more commonly, situations, and these identifications were changing. A heterosexually identified interviewee, Ida, both identified, admired and desired the character Shane, something that puts the splitting of desire and identification into question. My analysis further shows that there are multiple wiewing positions among the eighteen interviewees. This is particularly true for the sex scenes, where different viewers see the same scene as great, ”hot”, uninteresting, based on a male gaze and heterosexual norms, or even as violent.