OUGD501 - Context of practice: Study task 3.

CONSTRUCTING THE OTHER Task 3

Write an analysis (3-500 words) of one media image of your choosing. This analysis should highlight how the intended reader/audience would construct their identity by a specific reading of the text which is based on the 'othering' of other groups or individuals. Your analysis should evidence an understanding of the concept of 'othering' and also show some acknowledgement of how much the security of our own fragile subjectivities or identities depend on this process.

Othering is the term given to constitute the appropriated separation of one social group from another by segregating themselves, professing that they are above 'others'. This is often seen to be in reference to common factors such as age, gender, ethnicity, class and power. Othering is almost somewhat necessary for advertising to be successful, as it provides a root for persuasion, our society actively thrives on competition, and to other someone is to challenge them, to proclaim to them, that the fundamentals they lack, result in them being less than others. 'The development and maintenance of every culture requires the existence of another different and competing alter ego.' (Said, E. Orientalism, (1995: 332)

The above 3 advertisements are taken from the 2007 campaign for Mac, in which Mac and Pc are pitted against each other, Mac played by Robert Webb (Jez of peep show) and PC played by David Mitchell (Mark of peep show). The brief of the campaign was to persuade those who purchase other mac products such as ipods, to also switch from PC to mac. In the ads we see a clear system of othering beginning to develop. The use of employing the duo from peepshow draws greatly on the concept of othering, both characters have recognisable characteristics from their roles on peepshow which are then exploited to represent each of the computers. David Mitchell representing the PC, plays Mark Corrigan, a sensible, careful, average, uptight middle aged man whom often shows signs of erratic behaviour, and as seen in the adverts in constantly wearing a suit, which aids to visually serve this assumption. (http://peepshow.wikia.com/wiki/Mark). There is a clear association between Mark and the product, PC is rendered to be a computer for the serious types, those who do not know of how to have fun, whom are extremely practical and therefore fairly hum drum. These people are then 'othered' by the portrayal of the Mac system, played by Robert Webb, known mainly by the British public as Jez of peep show. Jez represents all that is better about the mac system, the first striking thing is the increased levels of coolness, The mac represents all that is fun and creative about a computer system, reflective in the casual clothes of Robert Webb and the stamina of his character in contrast to David Mitchell on peep show. 

PC users are therefore 'othered' by every aspect of a mac, through the depiction of many elements in which apple link a number of the mac computer functions to behavioural/ personality traits of people. The audience are taught that if they use/ purchase a Mac, they are the epitome of cool, they are more efficient  successful, powerful and stronger. The mac is immune to viruses, more considered in its build, able to handle more programs without crashing etc. Thus those who do not have a mac, fall short of these traits and are therefore underwhelming within society, pushing them to want to purchase this product, so that they too will appear this way.