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On MySpace, media mogul Rupert Murdoch is an 87-year-old woman in Uzbekistan or a 104-year-old American male. The latter's address: www.myspace.com/rupertownsyou.

Such merry-prankster anarchy is the stuff of News Corp's social network, along with garish and clashing pages featuring photos of often young and scantily clad bodies that may or may not be real pictures of the people who posted them.

That was chapter one of the MySpace story, written by co-founder Chris DeWolfe, 43, who until last week was chief executive. Now, Murdoch is writing chapter two, the one in which MySpace must start making more money.