OSP: Rashford and Kardashian Audience and Industries blog tasks

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 1) Who are the potential target audiences for Marcus Rashford and Kim Kardashian's online content? Try and cover both demographics and psychographics.

the target for Marcus Rashford's online content is probably all mostly male from looking at his audience engagement and probably mostly English people and Barcelona fans  and for Kim Kardashian her target audience for her online content is probably mostly female and aspires who will follow her because they want to be like her and do the things she does and wear what she wears. 

2) Marcus Rashford’s online presence is partly driven by his excellent use of social media. How does he use social media to engage with his fans and make them feel part of his brand?

Rashford used Twitter and Instagram to pressure the UK government into extending free school meals during the pandemic.  Rashford prioritizes causes like education and food security, which strengthens his brand as socially conscious

3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have? 

Instagram engagement rates are  is a measure of how much audiences engage with posts Marcus Rashford’s power as an influencer is shown by his engagement rate of 6% (although recently this has dropped to 3.2% due to increasing his follower count and focusing more on football rather than his brand development). Kim Kardashian's engagement rate is lower at 0.33% but she has over 350 million followers so can still reach and engage with huge audiences.

4) Go to Marcus Rashford and Kim Kardashian's X or Instagram account. Find and screenshot/link three posts that show the different aspects of their brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity (e.g. awards ceremony or fashion), Brand promotion (e.g. selling a product).

this post on Marcus's x post is talking about the British government which shows his more professional and off-the pitch  personality
this post on Marcus's x post  is more of him showing his football personality as a football celebrity and superstar and his on the pitch personality 
this shows Kim k's x profile which is promoting her brand which shows her celebrity side of promoting her brand and selling her product and her brand of skims.  


 




5) What audience pleasures are provided by Marcus Rashford's online presence? What about Kim Kardashian? Try and apply Blumler and Katz's Uses and Gratifications theory here.
 
Fans enjoy celebratory football content such as goal highlights and training clips, which reinforce his identity as a sports hero This offers escapist pleasure and identification with athletic success.
Rashford uses his platforms to campaign against child food poverty, promote school meals, and encourage children’s reading initiative Her posts showcase luxury fashion, beauty routines, and glamorous events  Audiences enjoy aspirational pleasure, imagining themselves in her world of wealth and style. Kardashian shares family photos, behind-the-scenes moments, and workout routines

6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford and Kim Kardashian's online presence be?

Preferred reading (people who support Rashford/Kardashian): Followers see Rashford as a socially responsible athlete using his platform for good, especially his campaigns for free school meals and child poverty awareness. Supporters decode his posts as evidence of humility, compassion, and leadership beyond football. His online presence is read as genuine, showing that celebrities can use fame to enact positive social change.

 Oppositional reading (people who criticise Rashford/Kardashian):  Critics may interpret her posts as promoting materialism, vanity, and unrealistic beauty standards. Oppositional readers argue her wealth and influence come from Some audiences reject her as a symbol of superficiality, claiming she reinforces harmful stereotypes about women and celebrity culture.


Industries

1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money? 

Rashford around 16 million Kardashian around 1.7 billion they make money from ads brands and selling stuff online

2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?

rashford works with nike burberry coca cola kardashian works with skims kkw and loads of brands that want the big audience

3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?

x owned by elon musk makes money from ads and subs instagram owned by meta makes money from ads both make billions

4) What are the worries about Instagram’s negative effects?

instagram can hurt teens mental health especially around body image

5) How do social media platforms manage online abuse on their platforms and why has Marcus Rashford drawn attention to this? How might this change in the future?

platforms use filters and bans rashford talks about abuse because he gets a lot future might mean stronger rules


6) What happened by law in 2022 that changed the way the internet is regulated? Write three changes that this new law may bring in and explain why it is difficult to regulate the internet.

new law gave ofcom more power made platforms stop harmful content and fine them hard to regulate because internet is massive and global


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