This research aims to explore the effects of negative media representation on the experiencesof university students residing in Rosengård, Malmö, Sweden. Drawing upon media and masscommunication theories such as Media Shadow theory, Agenda Setting theory, andincorporating elements of Social Identity theory, the study investigates the influence of mediaportrayals on community perception and individual experiences. Through qualitative semistructuredinterviews conducted with fifteen students living in Rosengård, their accounts weretranscribed and analyzed to gain a comprehensive understanding of their experiences. Thefindings indicate that media representation holds significant power in shaping communityperception and profoundly impacts the experiences of residents. This research underscores theimportance of balanced media representation in mitigating negative influences and emphasizesthe need to consider social identity dynamics when examining the impact of media portrayalson individuals' perceived reality and experiences within a specific community.