OSP: Rashford & Kardashian - Audience and Industry

 

OSP: Rashford & Kardashian - Audience and Industry:

Audience

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

- Marcus Rashford is mainly aimed at young teenagers and adults of boys. He is a role model to them and inspires them to achieve great success in life. They are also inspired by their campaigns on his website

-Kim Kardashian is mainly aimed at younger teenage girls and young adults who are inspired by her makeup and clothes and many endorsements to all of her 56 brands. They are also inspired of how she has created a success full lifestyle for herself and her family

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?

- He uses social media such as instagram or twitter etc to promote his mainstream brands such as his books or shoes for nike or adidas etc. This has made engagement really high and caused alot of likes and follows to his page. This has made him millions of pounds. He also uses social media to post his luxury lifestyle to gloat around.

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

- Rashford : 6% during the time of this campaigning work but reduced to 3.2% due to increase in followers and focus on football career.

- Kim Kardashian:  0.33%, but she still has over 350 million followers.

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: Diversion - his football career as his job and his passion 

                Personal Identity - Has his own website to empower his position as a footballer and a critique

                Relationships - Shows love to his fans and other people in poverty by giving free school lunches and                    donating a lot of money 

                Surveillance - Fans learn from their campaign thinking MR is someone who wants to change the world                    with his wealth

-Kim Kardashian: Diversion: Her love for makeup and clothes and other endorsement brands like perfume or                                 food or video games etc 

                             Identity: Teenage girls adore KK as they want to relate to her appearance and her figure and                                 looks

                             Relationships: People admiring her style and figure. making consumers buying her products.                                 They would want to buy her previously worn clothes by going online and paying and absurd                                     amount of money 

                             Surveillance: Young Girls and Young Adults (girls), this causes her lots of profit and millions of                               followers on social media 

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): 
• Oppositional reading (people who criticise Rashford/Kardashian): 

Preferred reading (people who support Rashford/Kardashian): RASHFORD: People support him not only for his brilliance in football and because of the kind actions he has done for UK such as Free school Lunches and helping the poverty. This has caused him to gain more fans and folllowers which generate him more money which he will probably used to help out the community and most likely friends and family. KIM: With kim, She is a role model to 

Industries

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

Marcus make money through his endorsements and social media and his football career.

• £300,000 per week from Manchester United (£15.6m a year)
• £2m endorsement deal with Nike
• Additional deals with Burberry, Jaguar Land Rover, Coca-Cola and others

On the other hand, Kim dosen't have any career other than being famous for being famous. She makes money through her endorsements only such as video games, makeup, clothes etc.

• The Kardashians TV show on Hulu is a $100m deal
• Her brands SKIMS, KKW Beauty and many more

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

Marcus - He is with Coca-Cola, Nike, Levi's, Burberry and Beats. He may be linked with them because all those brands link with somewhat of his football career e.g. Nike for his trainers.

Kim - She has endorse many brands that is associated with clothes or make up such as Kimoji, SKKY partners, SKIMS, Poosh etc. She does this because her main goal was making lots of money and to become famous as she dosen't have much talent .

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

Twitter:

• Twitter was started by Jack Dorsey in 2006. It has over 500 million active users worldwide. 
• Twitter’s revenue is around $3 billion. 
• 2022- $513 million profit

Instagram:

• Instagram is an image and video sharing site launched in 2010. 
• In 2012 it was bought by Facebook for $1 billion. Facebook and Instagram’s parent company is now called Meta – a global conglomerate.
• Instagram revenue in 2023 was $61 BILLION. It's alot compared to other brands

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

It can cause social lashes to celebrities. It also mentions that instgram is making everyone's mental health worse as they put everyone's successful life on reels to gloat and make fun of their regular/ordinary lives (Consumers). One research shows that some girls felt so bad about their bodies as they were already insecure about it. This increased anxiety and depression.

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?

- One way is taking surveys for consumers so they can manage the feed it comes on their feed. Another way is responding to any abuse reported on the app, this way it will change and guidelines or ban someone that has been harassing others online.

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.

The government is introducing the Online Safety bill to try and add regulation of the internet to Ofcom’s role as media regulator. This includes:

• Sending threatening posts being punishable by jail sentences.
• Platforms like X and Instagram having to actively prevent users seeing harmful material – or risk being fined by Ofcom.
• Platforms paying Ofcom to regulate their content.