Portfolio Task 7- Constructing the Other

Taken from The Sunday Times Magazine 27/2/11 (I have annotated the pages in red pen)

With subtle hints such as the choice of the serif type face, it is obvious that stereotypically The Sunday Times is aimed at upper-class society. Its audience is one which perhaps lives comfortably in that they are reasonably well-off and have settled down with a family.

This article is near the beginning of the magazine and immediately emphasises the sense of 'family' and family ties. The phrase 'path to success' is a typical narrative of the paper as most of its readers will be quite successful in life. Later on in this article the journalist has used the noun 'mother' rather than 'mum' highlighting the stereotypical upperclass language.

This advert comes almost straight away after the article mentioned above. It also conveys the very strong image of family and unity- they two parents look proud, they have achieved of one of life's main goals.

The obvious point on this page was the title 'To be or not to be'. It is a quote taken from one of Shakespeare's famous plays (Hamlet). Only a reasonably well read member of society would understand it's true meaning and be able to relate to this. This is pinning the "enemy" (non- Times readers) as stupid, making their loyal readers feel a sense of triumph and superiority that they know where the title has come from therefore constructing the 'other'. They are already pigenholeing themselves into a part of society. This article is informing the reader about being 'honest with your boss' it immediately assumes that it's reader is employed, stating what the reader's of the paper are not.

This article was striking because it was about a disfigured orphan from Nepal. Although she was motherless the article still managed to convey a sense of love and family. the lady in the picture flew over from the UK to offer the child the motherly love she needed before she sadly died. It is a very serious article which contrasts articles you would expect in other magazines such as LOOK or OK. The people who read this magazine are defining themselves through who they are not with articles such as these. There are barely any 'trashy' celebrity based gossip articles at all.

Finally, the adverts such as the ones shown above define luxury. It states money- only people with quite a large sum of money could afford this kind of adaptation to their home. It definitely states upper class. With this advert and a dfs sofa advert earlier on in the magazine it shows that the reader of this paper has a house or home and they are striving to make it better. There are no adverts for make-up of clothes etc. The lack of these adverts shows the 'other'. The reader's are defining themselves through who they are not- they are not interested in cheap 'tack' but a gorgeous home which they can show off.