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.

Kim Kardashian:

Age: Teenagers and young adults

Gender: Females

Race: All races

Marcus Rashford:

Age: Teenagers and children

Gender: Males

Race: All races

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 to promote authentic social causes, providing a voice for others and interacting directly with fans

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

An Instagram engagement rate is a measure of how much audiences engage with posts.Rashford's engagement rate 6% and Kim's engagement rate is 0.33%.

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).

Marcus Rashford:

Relatable person:https://www.instagram.com/marcusrashford/p/DQ7K7sxDDpj/?hl=en

Campaigner:https://www.instagram.com/marcusrashford/p/DMdepf_M6mz/?hl=en

Celebrity:https://www.instagram.com/marcusrashford/p/DRNMpEHjPz2/?hl=en

Brand promotion:https://www.instagram.com/marcusrashford/p/DOwl-paDKUa/?hl=en

Kim Kardashian:

Relatable person:https://www.instagram.com/kimkardashian/reel/DRIO52kEnvu/

Campaigner:https://www.instagram.com/p/ByrCRTXoMz3/?utm_source=ig_web_copy_link

Celebrity:https://www.instagram.com/kimkardashian/p/DQ75kK9Eauc/

Brand promotion:https://www.instagram.com/p/Cb7vP7xrQOi/?utm_source=ig_web_copy_link

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. 

When looking at Marcus Rashford's social presence, the audience learn that he is interested in helping others especially the younger generation, that he has good friends outside of his career, he mostly playing football as it's his career and that he has been in relationships in the past.

When looking at Kim Kardashian's social presence, the audience that she is interested in pursuing a career outside of influencing, she is extremely into makeup just like most females, she likes to spend time with her family when she has the time and that she has been in many relationships in the past.

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

Kim Kardashian:

Preferred reading: Most people who support Kim Kardashain admire her for her business and her appearance.

Oppositional reading: Most people who don't support Kim Kardashian criticise her for her unrealistic lifestyle.

Marcus Rashford:

Preferred reading: Supporters of Marcus Rashford view him and inspirational and compassionate.

Oppositional reading: People who don't support Marcus Rashford question his professionalism and off-pitch lifestyle.

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: estimated £16m

Kim Kardashian: $1.7b

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

Marcus Rashford:Burberry, Jaguar Land Rover,Coca-Cola

Kim Kardashian:SKIMS,KKW Beauty

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 was founded by Jack Dorsey in 2006 and its revenue was around $3b. In 2022, Elon Musk bought Twitter for $44b and renamed it X.

Instagram was launched in 2010.In 2012, it was bought by Facebook for $1b.

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

Instagram can be damaging teenage girl's mental health when it comes to their appearances and has caused these young girl to have 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?

Sending threatning post can be punished with jail sentences and if users post harmful material they could be fined

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 law was changed by the introduction of the Online Safety Bill (carried over in Parliament in April 2022.) It has introduced: enhanced protection for children, stricter rules on illegal content, and more user power to filter the content that they see.

It is extremely difficult to regulate the internet given that it is global, yet governments are only national. Furthermore, any user can publish almost anything instantly - it is impossible to filter this as it is being published, so it must be filtered afterward.