OSP: Rashford and Kardashian Audience and Industry blog post

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

young people, football fans, and supporters of social causes

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?

by sharing his personal stories about his life growing up and relying on free school meals

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

3.05–3.38% and 0.15–0.50%

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).











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. 

Marcus Rashford’s online presence provides audiences with personal identity and social interaction gratifications, as followers gain inspiration from his activism and feel part of a supportive community that values social justice.
Kim Kardashian’s online presence offers entertainment and escapism gratifications, giving audiences glamorous, aspirational content while also enabling personal identity formation through fashion, beauty, and lifestyle influences.

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: Supporters view Rashford’s online presence as genuine, socially conscious, and inspirational, praising his activism and charitable efforts.

Oppositional reading: Critics may interpret his posts as performative or politically motivated, believing he uses activism to boost his public image.

Preferred reading: Supporters see Kim’s online presence as empowering, entertaining, and aspirational, celebrating her branding, beauty, and lifestyle content.

Oppositional reading: Critics interpret her presence as superficial or harmful, viewing her posts as promoting unrealistic beauty standards and materialism.

Industries

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

Marcus Rashford is worth around £65 million, and his online presence helps him make money by boosting his sponsorships and brand deals. Kim Kardashian is worth about $1.7 billion, and her huge online following helps her earn money by promoting her own products and getting paid for brand posts.

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

Marcus Rashford works with brands like Nike, Burberry, Coca-Cola, Beats, and CeraVe, and these companies want to be linked to him because he’s popular, positive-role-model famous, and trusted by the public.

Kim Kardashian is associated with brands like SKIMS, SKKN, KKW Beauty, and many fashion/beauty partners, and companies want to link with her because she has a massive online following and can easily promote and sell products.

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 (Twitter) is owned by Elon Musk, makes money mainly from ads and subscriptions, and earned about $1.25 billion in profit last year, while Instagram is owned by Meta, makes money mostly through advertising, and helped Meta earn around $62 billion in profit last year.

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

People worry that Instagram can cause body image issues, low self-esteem, anxiety, and pressure to compare yourself to others, especially for young people.

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?

Social media tries to stop online abuse with report buttons, filters, and banning accounts, but Marcus Rashford has been targeted by racist messages, and in the future, platforms might get stricter and use smarter tools to keep people safe.

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.

In 2022, the UK’s Online Safety Act made sites remove harmful content, protect kids, and punish unsafe platforms, but it’s hard to control the internet because content spreads fast and laws differ everywhere.


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