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Despite its reputation for sensationalism and championing of superstition, the  Daily Sun  is South Africa's most-read newspaper, with over five million readers. The tabloid targets English-literate, predominantly black, first-time newspaper readers. The  Daily Sun 's publisher, Deon du Plessis, called the potential reader “the guy in the blue overall [...] who lived in the township [...] owned his own house [...] worried about his kids, rather than manning the barricades”. Contrary to ideas of tabloids addressing readers as individuals, media studies theorists Steenveld and Strelitz (2010: 531) argue that they “help constitute an imagined community [of readers],” following Anderson's (1983) imagined community. So far, there has been little empirical evidence for this community. Our research uses the  APPRAISAL  framework (Attitude, Graduation, and Engagement, cf. Martin and White 2005) to investigate the creation of a community in ten of the  Daily Sun 's “letters of the day,” written by readers, selected by the editor. The investigation of the writers'  APPRAISAL  choices exposes the readers' values, beliefs, and interests, as well as the writers' attempts to align the potential audience with these qualities. The cumulative effect of the  APPRAISAL  strategies suggests that the nature of this imagined community is advisory, and fosters a feeling of neighborly support.

The creation of an “imagined community” in readers' letters to the Daily Sun : an APPRAISAL investigation