The aim of the essay is twofold: First, through a literary exposé, André Jansson tries to come to terms with the meaning of cultural identity. How shall the concept be theoretically defined? And how shall it be distinguished from the general concept of identity, and from more particular (and often very recklessly used) types, such as collective identity or social identity? Second, he makes an analysis of how the concept of cultural identity is related to media use. What does the interaction look like? And how shall the concept of cultural identity be approached within audience studies?The aim of the essay is twofold: First, through a literary exposé, André Jansson tries to come to terms with the meaning of cultural identity. How shall the concept be theoretically defined? And how shall it be distinguished from the general concept of identity, and from more particular (and often very recklessly used) types, such as collective identity or social identity? Second, he makes an analysis of how the concept of cultural identity is related to media use. What does the interaction look like? And how shall the concept of cultural identity be approached within audience studies?