Marcus Rashford - Audience and Industry

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 Audience

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

Demographics- working to middle class, 6 to 25yrs, mainly males but females too, black British/ BAME community

Psychographics- People who play football into sports, likes to read books, fashion, volunteer/help the vulnerable, giving back to community

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?

Show his achievements  throughout his career on website to make fans feel more included in his personal life. Post on twitter, Instagram, audience members engage in comments. Fundraiser for charity stc

3) What is Marcus Rashford's Instagram engagement rate and what does this tell us? 

6%, extremely high. People like him as an influencer/ like to engage with him

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).

https://www.instagram.com/p/CszHFbIMC8u/

https://twitter.com/MarcusRashford/status/1638917943093329922/photo/1

https://twitter.com/MarcusRashford/status/1621476671449698304/photo/1

5) What audience pleasures are provided by Marcus Rashford's online presence? Try and apply Blumler and Katz's Uses and Gratifications theory here.

Diversion- following his football career Reading his books.
Personal identity- aspiration figure( helping the community/a role model to young people)
personal relationship- website (about section), social media presence (close connection), audience engagement
Surveillance/Information- Fund share voluntary work, talking to Government about free school meals.

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 love Marcus Rashford):  role model for young people(football and education), using his stardom and platform to raise awareness to help the less fortunate(free school meals and food banks .
  • Oppositional reading (people who criticise Marcus Rashford): Problematic, causes disruption, argues with government, Not a world class footballer/not enough professional achievements


Industry

1) What is Marcus Rashford's net worth and how does his online presence help him to make money? 

£16m. £200,00 per week from Manchester United. £2m endorsement deal with nike. Deals with burberry, BT sport, coca-cola

2) What charities and companies/brands is Marcus Rashford associated with? Why might they want to be linked to the Rashford brand?

Burberry, Bt sport, Nike, coca-cola. Rashford is an influencer, youngest person to top the sunday times giving llist for raising £20m for good causes

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

Twitter- owned by x-corp company. makes money through advertising to users through promoted tweets, accounts and trends. profit, over 1.7b US dollars.

Insagram- owned by Meta company. makes money through digital advertising. made 43.2b US dollars

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

Unrealistic standards on younger users. Younger users easily influenced and exposed to violent, inappropriate content.

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?

Platform pay Ofcom to regulate their content.

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.

Government put forward the Online safety bill 2022 which adds regulation to the internet. Sending threatening posts can be punishable by jail. This law may bring a decrease in online abuse, threatening messages etc. More younger users using social media platforms. It is difficult to regulate the billions o users and every post, messages being put online.


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