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The aim of this article is to investigate the variability in following a textual pattern concerning the text type "portrait" in the press. Grounded on the assumption that the journalistic standard task to portray a person can be realized very differently, the varieties of portraying are brought into focus. In order to describe them three different approaches are selected: (1) a comprehensive text-linguistic approach (variability of textual patterns) makes a frame for analyses based on distinctions by (2) variety linguistics (kinds of language in the press) and (3) media sciences (plans for journalism)