You can override get_queryset
method in your model admin class.
class MyModelAdmin(admin.ModelAdmin):
def get_queryset(self, request):
qs = super(MyModelAdmin, self).get_queryset(request)
if request.user.is_superuser:
return qs
return qs.filter(author=request.user)
Note in Django<=1.5 the method was named just queryset
.