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Jameson is usually the publisher or editor-in-chief of the Daily Bugle, a fictional New York newspaper and now serves as the mayor of New York City. Recognizable by his mustache, flattop haircut and ever-present cigar, he carries out a smear campaign against Spider-Man that has turned much of the city against the hero. He unknowingly employs Spider-Man's alter ego Peter Parker as a photojournalist.