Marcus Rashford CSP
Language
1) Make two lists - one of website conventions used on Marcus Rashford's official website and one of social media conventions found on Rashford's Twitter or Instagram pages.
Website conventions :
- Logo/brand identity
- Navigation/menus
- Central image
- Multimedia features
- Social media links/integration
- Logo/brand identity
- Bio
- Profile image
- Background/banner image
- Images and videos
- Online engagement/audience interaction
2) How does his website promote the Marcus Rashford brand?
By the perpetual use of the brand logo on all pages of the website in the top corner his brand is emphasised with its constancy reinforcing his identity and specifically his brand to the audience.
3) What connotations can be be found in the homepage for Marcus Rashford's website (you can mention either the old or new homepage)?
Marcus Rashford's formal wear connotes to his business like associations and distances him from his well-known football career which is specifically what he is known for.
4) How does Marcus Rashford use his social media profiles to promote his brand and campaigns? Give at least three examples of different posts / images / design from his social media.
Marcus has a page dedicated to fair share in his website to show his partnership and work he has done with them, he has a
5) How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?
Growing up as a person of colour, he shared his struggles with his fans through the use of his website to not only create sympathy for him self but so some fans can relate to him and not feel alone as they understand there idol has experienced something so similar.
Representations
1) How does Rashford use different aspects of mise-en-scene (e.g. clothes/costume) to create very different representations of himself on his own website?
Although most know of Marcus Rashford as an football idol, he uses his website to associate with a more business aspect instead where he presents himself as a wealthy, young, wealthy man.
2) What representations of football or footballers can you find in Marcus Rashford's online presence? Does it reinforce or subvert traditional stereotypes of footballers?
Marcus Rashford emphasises his football career by even presenting a timeline on his website to show the journey of his successful football career. Being a male helps Rahford reinforce football stereotypes however unfortunately due to the colour of his skin, Rashford is constantly faces with racism due to the subversion of that stereotype.
3) What examples can you find of website pages, social media posts or aspects of the brand that create a positive representation of Marcus Rashford? You may wish to comment on his discussion of family or his campaigns - his page on the FareShare campaign website may help with this question.
Marcus Rashford's page on Fareshare presents his as an helpful, caring, providing idol for many people.
4) What representations of masculinity can you find in Marcus Rashford's online presence? Does this reinforce or challenge traditional gender stereotypes?
Marcus reinforces stereotypes which can be seen through his website as he's a stereotypical man that enjoys football.
5) What representations of race/ethnicity can you find in his website or social media? Does this reinforce or challenge media stereotypes?
As a member of the BAME community. representation of race is constantly reinforced throughout his website. This subverts our regular stereotypes as normally when we think of an England football team we would think of white and Caucasians however Marcus subverts this as he is not fitting of that ideal.
Audience
1) Who are the potential target audiences for Marcus Rashford's online content? Try and cover both demographics and psychographics.
Marcus Rashford's book collection demonstrated in his website would typically draw in a younger audience who are interested in the popping colours and catchy names of his books.
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?
His profile image on his social media is identical to that on his website therefore correlating the two and making his fans feel as if they are part of a bigger community not just involving is website.
3) What is Marcus Rashford's Instagram engagement rate and what does this tell us?
Marcus's engagement rate on Instagram currently sits at 6% which is completely above average showing the power he holds in the media.
4) Go to Marcus Rashford's Twitter or Instagram account. Find and screenshot/link three tweets/posts that show the different aspects of his brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity footballer (e.g. awards ceremony or fashion).
6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford's online presence be?
- Preferred reading (people who support Marcus Rashford):
- That he is not only career driven but he is trying to inspire, motivate and help others as well especially his fans.
- Oppositional reading (people who criticise Marcus Rashford):
- He is not football career driven but instead doing it for fame and money and releasing an unnecessary website to gain more profit, using his fans.
Industry
1) What is Marcus Rashford's net worth and how does his online presence help him to make money?
Marcus Rashford has an estimated net worth of £16 million with around £2 million coming form his nike deal and sponsorships.
2) What charities and companies/brands is Marcus Rashford associated with? Why might they want to be linked to the Rashford brand?
Fareshare is a charity organisation which helps children during lockdown to provided with free school meals as they would have been in school. This can personally relate to Marcus Rashford which would explain why a partnership like this has occured.
3) Research Twitter and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?
X (Twitter) was originally founded in 2006 and is best known for news breaking tweets from politicians and celebrities. It makes profit by upgradidnt the app to being able to purchase the blue tick and having enhanced features of undoing a tweet. X had generated a 4.4 billion dollar revenue in 2022.
Instagram accumulated 17.4 billion u.s dollars in ad revenues. The platform is owned by Facebook which reached roughly around 40 billion dollars in 2023.
4) What are the worries about Instagram’s negative effects?
It can be damaging for mental health especially for teenage girls and increases 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?
The Online Safety Bill in 2022 changed the law to getting a jail sentence for sending threatening posts, harmful content must be hidden, paying OfCom to regulate there platforms. Marcus Rashford whilst understanding the power he has in thr media helps to call out the detrimental damage that can be caused.
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 Online Safety Bill in 2022 changed the law to getting a jail sentence for sending threatening posts, harmful content must be hidden, paying OfCom to regulate there platforms. It can be difficult to regulate the internet as not everyone will take a change in law as a threat and it will not make them feel and less threatened to stop posting inappropriate posts online on any platforms.
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