In this paper, I will examine the practical logic of the production of identity as situated work of the global media, and I will invite you to look with me at various examples of this work. I suggest that the global media is an industry that produces mass perception as a commodity--in contrast to conventional industries which produce tangible objects. As ethnomethodologists and as Marxists, we should focus on the production of mass perception rather than on its consumption in order to gain insight into the logic of production of those who manufacture the world as representation. I argue that the media’s production of the world as representation has little to do with “objectivity” in the usual sense. Rather, the illusion of “objectivity” is created through the standard practices of producing the world as representation. Here are some actual instances of these practices and the representation they have produced.