Our research seeks to understand the emerging journalism practiced in Second Life—a computer-generated alternative reality. Framed by postmodernism, this study uses an ideological analysis to evaluate the three Second Life newspapers: the Alphaville Herald, the Metaverse Messenger and the Second Life Newspaper. We suggest that journalism in Second Life focuses on community building and education, considers the influence of the on-line world to resident members' off-line lives and raises important questions about freedom of expression.